Shopper Marketing - July 2017 - 38

FOCUS:

Home Improvement
Channel
By Ed Finkel

Operating in our
tech-laden world,
marketers see
hardware stores
and home centers
as rapidly changing
but opportunity-rich
environments

W

hat distinguishes home improvement channel shoppers from others? What does the future hold for brickand-mortar stores in an Amazon world? What impact
is technology having on the channel?
Consultants, market researchers and brand marketers say they see
plenty of opportunities to reach home improvement shoppers, feel
bullish on the future of stores and believe that stores of all sizes can
find the right niche. On the technology front, they say mobile, e-commerce and connected home devices will be key to a successful future.
Home centers have moved away from simple promotions and
have started to become more sophisticated about shopper marketing, says Jason West, general manager of merchandising and marketing for GE Appliances. "Stores are starting to force themselves
to think about how to message the right offer to the right consumer
at the right time," he says. "They're starting to force themselves to
think about an omnichannel experience. ... Now they're starting to
connect the dots: If you're standing in the store with a mobile de-



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

Contents
Shopper Marketing - July 2017 - Intro
Shopper Marketing - July 2017 - 1
Shopper Marketing - July 2017 - 2
Shopper Marketing - July 2017 - 3
Shopper Marketing - July 2017 - Contents
Shopper Marketing - July 2017 - 5
Shopper Marketing - July 2017 - 6
Shopper Marketing - July 2017 - 7
Shopper Marketing - July 2017 - 8
Shopper Marketing - July 2017 - 9
Shopper Marketing - July 2017 - 10
Shopper Marketing - July 2017 - 11
Shopper Marketing - July 2017 - 12
Shopper Marketing - July 2017 - 13
Shopper Marketing - July 2017 - 14
Shopper Marketing - July 2017 - 15
Shopper Marketing - July 2017 - 16
Shopper Marketing - July 2017 - 17
Shopper Marketing - July 2017 - 18
Shopper Marketing - July 2017 - 19
Shopper Marketing - July 2017 - 20
Shopper Marketing - July 2017 - 21
Shopper Marketing - July 2017 - 22
Shopper Marketing - July 2017 - 23
Shopper Marketing - July 2017 - 24
Shopper Marketing - July 2017 - 25
Shopper Marketing - July 2017 - 26
Shopper Marketing - July 2017 - 27
Shopper Marketing - July 2017 - 28
Shopper Marketing - July 2017 - 29
Shopper Marketing - July 2017 - 30
Shopper Marketing - July 2017 - 31
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Shopper Marketing - July 2017 - 33
Shopper Marketing - July 2017 - 34
Shopper Marketing - July 2017 - 35
Shopper Marketing - July 2017 - 36
Shopper Marketing - July 2017 - 37
Shopper Marketing - July 2017 - 38
Shopper Marketing - July 2017 - 39
Shopper Marketing - July 2017 - 40
Shopper Marketing - July 2017 - 41
Shopper Marketing - July 2017 - 42
Shopper Marketing - July 2017 - 43
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Shopper Marketing - July 2017 - 49
Shopper Marketing - July 2017 - 50
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Shopper Marketing - July 2017 - 54
Shopper Marketing - July 2017 - 55
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