Masters Home Improvement:  An Historic Liquidation

The largest liquidation in Australian history.

GA Australia undertook the monumental task of managing the closure and liquidation of Masters Home Improvement stores across Australia. This operation marked the largest liquidation event in Australian retail history.

While the prospect of liquidating Masters Home Improvement presented a daunting task, GA Australia's decision to stand alone in guaranteeing a recovery result in the hundreds of millions of dollars underscored a bold and rare level of assurance in the asset disposition field.

Before the sale,

laying the groundwork

Masters Home Improvement faced the daunting prospect of closing all 63 of its locations. The challenge was not only to manage the liquidation efficiently but also to maximise recovery from the sale of a vast inventory of appliances, electrical tools, lighting, and other home improvement goods

Laying the groundwork

Offsite preparations

Offsite preparations commenced immediately after the offer acceptance, including ordering pre-approved sale signs and banners, and organizing store districting.

Field consultants

A total of 46 field consultants were assigned, ensuring a robust presence across all locations to oversee the intricate details of the sale.

Direct communication

Direct communication with store employees set the tone for a unified approach, while the strategic hanging of signs and banners visually prepared the stores for the sales ahead.

Implementations

Category-specific discount signage, consolidation of store departments, and stringent loss prevention practices were implemented, ensuring a seamless transition towards the sale period.

Strategize

The initial discounts ranged from 10% to 30%, strategically applied across different categories, maximizing recovery early on in the sale.

Analysis

Weekly sales and stock level analyses informed the progressive discount adjustments, ensuring the target realisation was met without compromising the urgency and appeal of the sales.

Strategic Reach:
Crafting a Message Heard Across Australia

The strategic layering of television, radio, outdoor, digital, and direct engagement channels contributed significantly to the liquidation's success, underpinning a strategy that not only sold out inventory but also created a marketing case study for the ages.

The marketing campaign orchestrated for the Masters liquidation was unprecedented, with 16,356 TV commercials achieving nearly 3 billion views over 16 weeks, underlining the massive scale of visibility achieved.

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Impact

The cumulative impact of the campaign was staggering, with the equivalent of every Australian adult seeing the message over 400 times in 16 weeks, a testament to the comprehensive and multi-faceted approach of the marketing strategy.

Results

The liquidation process not only facilitated the sale of all merchandise in a short period of 16 weeks, but also achieved an unprecedented recovery in the hundreds of millions of dollars. This remarkable outcome underscored GA Australia's expertise in handling large-scale liquidations and reinforced its reputation as a leader in the asset disposition industry.

Masters Home Improvement: An Historic Liquidation