The 2025 BrandSource Convention was filled with optimism as AVB’s leadership laid out an ambitious strategy for the future of independent retail. From the main stage, CEO Jim Ristow and COO Dave Meekings presented a unified plan that blends a bold e-commerce vision with practical tools to help members achieve it.
At the heart of their message was Path to 30—a rallying call for members to grow their online sales to 30% of total revenue. For Ristow, the initiative represents a once-in-a-generation opportunity to capture new customers, expand market share, and solidify the competitive position of BrandSource dealers.
“This is our moment,” Ristow told attendees. “The tools are here, the market is ready, and so are we.”
Ristow’s keynote struck a balance between ambition and accessibility. He reminded members that they have a long history of outperforming expectations. “You’ve beaten the box stores, you grew share, and you built stronger businesses,” he said. “Now we can do the same thing online.”
While the 30% target provides a clear destination, Ristow urged dealers to start with realistic milestones. For those new to e-commerce, he recommended an initial goal of 5% in online sales as a manageable first step toward the larger goal.
The urgency is clear when looking at the numbers. A strong website now attracts ten times more visitors than a physical showroom. Between 25% and 33% of appliance purchases already happen online, and over 30% of local customers prefer to shop from home—even from a nearby dealer.
For Ristow, the takeaway is straightforward: a website is no longer a secondary sales tool. “Your website is often your first handshake with a customer,” he said. “It should be as inviting, well-merchandised, and competitively priced as your best showroom.”
If Ristow’s keynote set the “why,” Meekings’ presentation delivered the “how.” AVB’s COO introduced two comprehensive new resources designed to help members put the Path to 30 vision into action: the Path to 30 Playbook and the Solutions Playbook.
“These are your ultimate retail guides,” Meekings explained. “They bring together all the AVB tools and services in one place, making it easy to identify the solutions that will make the biggest impact on your business.”
The Path to 30 Playbook focuses squarely on e-commerce, detailing strategies for website optimization, digital merchandising, and online marketing that can help dealers boost their share of online sales. The Solutions Playbook, meanwhile, takes a broader view, covering operational efficiencies, cost savings, and connections to AVB staff who can provide targeted expertise.
Meekings underscored that members who actively engage with AVB programs consistently outperform those who don’t. Data shows that engaged members grow their businesses 20% faster. He also offered a compelling example: a dealer with three to ten employees and $2 million in annual revenue who fully leverages AVB’s tools could save more than 12,000 hours and $200,000 annually.
While both Playbooks are designed as self-guided resources, Meekings emphasized that they are not static. They will evolve as member needs and market conditions change, ensuring dealers always have the most relevant tools at their fingertips. “They’re built to keep you focused and confident about where to put your energy,” he said.
This connection between Ristow’s vision and Meekings’ tools is intentional. The Path to 30 sets the goal, and the Playbooks provide the route. Together, they create a unified growth strategy for members navigating today’s competitive landscape.
“Members need to treat their websites like their flagship store,” Meekings said, echoing Ristow’s core message. “With the right tools and focus, the results can be transformative.”
One of BrandSource’s greatest strengths has always been its collaborative culture, and both leaders stressed that members are not on this journey alone. AVB’s digital platforms, marketing programs, and peer-to-peer network create a powerful support system to help every dealer compete effectively with national chains and online giants.
By aligning an ambitious target with clear, actionable guidance, AVB is giving its members more than a plan—it’s giving them a competitive advantage. As Ristow put it, “If you focus—really focus—on the Path to 30, you’ll dominate, grow share, and take your business to the next level.”
With bold leadership, proven tools, and a community built on shared success, BrandSource members are well-positioned to thrive—online, in-store, and in the marketplace of the future.
See also: AVB Summit 2025: Strategic Focus, Fresh Tools Take Center Stage
