Shopper Marketing - July 2016 - 59


CONAIR
spend more on the latter in 2016 than on traditional marketing.

Must-Know Terms
n

n

n

Interconnected Retail. Home Depot's strategy
of emphasizing customer service to respond
to changing customer needs and expectations in order to provide a frictionless experience in stores, online, on job sites or in
customers' homes. The strategy ties together the three legs of the retailer's operating
platform: the customer experience, product
authority and productivity.
DIFM (Do-it-for-me). A main customer segment that purchases products and hires
contractors to install them.
Merchandising Action Planner. A quarterly
booklet distributed by corporate that details
monthly merchandising planograms. Plans
vary by division.

Thought Starters
n

n

n

Don't neglect digital investments; the retailer is
heavily focused on driving e-commerce sales.
The retailer works to present a localized assortment, so explain how your products fit
into specific markets.
Home Depot wants to inspire shoppers in
the aisles, so propose creative merchandising
solutions that showcase a product as part of
a project.

Paulette Heller, Vice President of
Marketing
Deborah Iorio, Director, Consumer
Insights & Category Management
Elizabeth Wei, Senior Director of
Marketing

COST PLUS WORLD MARKET
Diane Burnett, Senior Director of
E-Commerce Marketing
Meg Lee-Lim, Senior Director of
Marketing Strategy

CRATE & BARREL
Lisa Foley, Senior Director of Brand
Marketing

D

DYSON

Kim Dussard, Head of Owner Loyalty &
CRM
Karthik Iyer, Head of E-Commerce &
Digital

For more on The Home Depot, read
the Home Depot retailer profile at
P2PI.org/retailers/home-depot (members only).
JULY 2016 SHOPPER MARKETING y

59


http://www.P2PI.org/retailers/home-depot

Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
Shopper Marketing - July 2016 - 13
Shopper Marketing - July 2016 - 14
Shopper Marketing - July 2016 - 15
Shopper Marketing - July 2016 - 16
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Shopper Marketing - July 2016 - 18
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Shopper Marketing - July 2016 - 27
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Shopper Marketing - July 2016 - 55
Shopper Marketing - July 2016 - 56
Shopper Marketing - July 2016 - 57
Shopper Marketing - July 2016 - 58
Shopper Marketing - July 2016 - 59
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Shopper Marketing - July 2016 - 140
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