P-O-P Show Report: The Home Depot Experience

A slight paraphrase of The Home Depot's advertising tagline works well to describe the chain's opinion of in-store marketing: Home Depot can do it. But vendors can help, according to John Costello, the chain's chief marketing officer.The nation's leading home-improvement chain builds its brand by breaking down the walls between marketing tactics to create a seamless "360 degree" experience, Costello said yesterday, during his keynote presentation at The P-O-P Show/New York at the Jacob K. Javits Convention Center.The concept centers on the recognition that "everything that touches the consumer defines our brand," said Costello, a retail veteran whose resume includes a legendary stint at Sears, Roebuck & Co. (and a spot on Advertising Age's list of "50 Most Influential Marketers"). In-store marketing plays a key role in that process. "The in-store experience is a more important component than ever before," he said. Costello cited several examples of in-store initiatives that exemplify 360-degree marketing, such as the chain's popular "Do It Herself" program. Supported by dedicated advertising, the program offers free how-to clinics for women, and has drawn more than 140,000 participants since it launched last May. The chain initially shied away from surrounding the clinics with a lot of P-O-P material, lest it "over-commercialize" the activity. But attendees asked for more, because they wanted to complete their "training" by purchasing relevant products, he said. When it comes it vendor support, Home Depot looks for programs that enhance its "You Can Do It. We Can Help" message and otherwise assist the 360-degree marketing strategy, Costello said. Among the other factors it considers: Differentiation. Does the product and display help Home Depot differentiate itself from the competition?Effectiveness. Does the program drive sales?Efficiency. Does it drive sales cost-effectively, especially when considering time and labor issues? "With 1,600 stores, building an endcap is very significant," he noted.Integration. Is it a good fit for the Home Depot brand? "If every brand stands out, and every display stands out, the customer is overwhelmed and they don't know what [the retailer] stands for, he said, adding that "integrating the messages" of the chain and product brands "will become even more important" in the future.The message. Vehicles that incorporate "how-to" information are vital to the chain's strategy. "Customers are hungry for information, but they're also time-pressed," he said. "How do we make it easy to choose and to buy?" P-O-P material should convey not only benefits, but inspiration for home improvement projects, he suggested. Costello concluded by saying that Home Depot wants "strong, long-term partners" who can "listen and lead. Understand the business, then lead us to where we wouldn't go without you."

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