Hhgregg wants to cure shoppers of FOBO

Mike Kalasnik / CC BY-SA 2.0

Electronics and appliance chain hhgregg (NYSE:HHG) wants to ease shoppers' FOBO – fear of better options – with a new advertising campaign aimed at curing this particular kind of social anxiety.

FOBO currently afflicts roughly 69 percent of millennials, according to Zimmerman Advertising, which created the campaign. In addition, 80 percent of shoppers research appliances online before entering a store. A limited assortment can leave them with "debilitating remorse," according to a statement.

"The insights we collected solidified the consumer connection with what we have to why it matters," said Michael Angelovich, chief strategy officer at Zimmerman. "Hhgregg's huge selection addresses consumers' angst of making the wrong decision for a high ticket price item."

"Retailers who offer more carry more of a competitive advantage," said David Nathanson, chief creative officer, Zimmerman. "This campaign brings that into light and shows how hhgregg is the ultimate provider of appliances, both online and in the store."

Hhgregg has struggled in recent years, adding furniture to fill floor space and boost falling sales. In February, President and CEO Dennis May abruptly resigned and CFO Robert Riesbeck was named interim president and CEO.

For more:
- see this Zimmerman press release