Shopper Marketing - June 2017 - 120
Stores also distributed a "Fresh Take
Spring" coupon book containing more than
$44 in savings on cleaning products from
Clorox; P&G's Bounty, Gain and Tide; Freudenberg Household Products' O-Cedar,
and RB's Lysol.
At Lowe's, Roundup and Ortho also
earned prime secondary merchandising
space in the upfront seasonal department,
though the brands shared the spotlight
with SBM Life Science's Bayer Advanced,
Central Garden & Pet Co.'s Pennington
and private label Sta-Green. Radio and TV
spots kept the focus on the private label,
promising a free bag of Sta-Green fertilizer
with purchase of Pennington Smart Seed.
In the outdoor lawn and garden department, Miracle-Gro floorstands were outfitted with image-heavy creative while pallets merchandising Scotts product were
adorned with seasonal stickers. Deere &
Co.'s John Deere riding mowers were outfitted with signs offering shoppers a free John
Deere dump cart or spreader with in-store
purchases of any D100 series mower. Storebrand Kobalt garden tools and wheelbarrows eligible for a 20% discount also were
positioned throughout stores. Lowe's Black
Friday logo additionally was depicted on
signs for Newell Brands' Rubbermaid as
well as Kingsford pallet displays.
The retailer highlighted its tool department by staging a "Porter-Cable Brand
Days" sale. Pallet displays outfitted with
y SHOPPER MARKETING JUNE 2017
account-specific wraps and positioned in
upfront aisles merchandised SKUs from the
Stanley Black & Decker brand. The wraps
and upfront standees directed shoppers to
a Porter-Cable page within Lowes.com.
Both Lowe's and Home Depot employed
TV and radio spots, circular features, display
ads, email blasts and social media activity to
promote their events.
Ace Hardware took a different approach,
giving much of the spring spotlight to lawn
mowers from Craftsman, which Stanley
Black & Decker purchased from Sears Holdings earlier this year. A local sweeps running
throughout April awarded one winner from
1,221 participating stores a Craftsman push
lawn mower. Shoppers filled out registration forms at a supporting floorstand display positioned near the store entrance.
Ace also ran a digital version of the sweeps
from April 1-17 awarding one winner a limited-edition Craftsman riding mower. Facebook posts from Ace Hardware and Craftsman linked to a promotional site for entry.
Vancouver, Washington-based Woobox
Furthermore, an April 5 front-page circular feature used an "outdoor power sale"
theme to offer Ace Rewards cardholders
$20 in savings on eligible Craftsman products. A carousel ad on AceHardware.com
announced "April Craftsman Days" and directed shoppers to an e-commerce page
listing six SKUs from the brand.