Shopper Marketing - June 2017 - 118

INSTITUTE STRATEGIST

Springing into Action
Home improvement chains ratchet up activity
with Spring Black Friday events and more

By Institute staff

Springtime is home improvement retailers'
equivalent of Christmas, and they pull out all
the stops to elevate their seasonal programs
to the same level as the holiday efforts that
take over the rest of the retail channels. This
year, promotional activity exploded in April
as The Home Depot and Lowe's pitted their
annual "Spring Black Friday" events against
each other, while Ace Hardware played nice
with Stanley Black & Decker's Craftsman.
At Home Depot, Scotts Miracle-Gro Co.'s
Roundup, Ortho and Scotts brands garnered
special attention, receiving secondary placement on endcaps and multiple account-specific pallet displays. The brands' logos also
were depicted on banners positioned in the
upfront seasonal area that employed a "Take
on the great outdoors with brands you can
trust" message. Pole toppers, outdoor stanchions and pallet signs were among additional P-O-P materials that promised various
deals on the brands, including money-off,
freebie and BOGO offers.
The rest of Home Depot's event reprised
standard tactics, highlighting hundreds of
118

y SHOPPER MARKETING JUNE 2017

SKUs from brands including Procter & Gamble's Swiffer and Tide, private label Ryobi,
The Libman Co.'s Libman, Clorox Co.'s
Clorox and Kingsford and Weber-Stephen
Products' Weber. Participating items were
stocked on account-specific, spring-themed
floorstands or pallet displays positioned in
the middle of store racetracks or upfront.
Standees, stanchion signs, pole toppers and
pallet wraps depicting a green grass border
helped plug participating SKUs.
Home Depot's event also encompassed
daily in-store-only and online-only deals on
products from Philips and private label Behr,
among others.
After the Spring Black Friday event, most
spring-themed P-O-P materials remained
in stores as the retailer continued to highlight various products under the "Fresh Take
Spring" campaign it launched earlier this
year. Account-specific pallet displays from
brands such as United Industries' Tomcat
carried messages that suggested what to
"take on" this spring: "take on mice with
traps & bait."



Table of Contents for the Digital Edition of Shopper Marketing - June 2017

Contents
Shopper Marketing - June 2017 - Intro
Shopper Marketing - June 2017 - 1
Shopper Marketing - June 2017 - 2
Shopper Marketing - June 2017 - 3
Shopper Marketing - June 2017 - Contents
Shopper Marketing - June 2017 - 5
Shopper Marketing - June 2017 - 6
Shopper Marketing - June 2017 - 7
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