PRESENTED BY: CHRISTINE MACHRISTINEMA.CAREER@GMAIL.COM

HOME DEPOT CANADACOMPETITIVE: DIGITAL MEDIA – ONLINE FLYERSMAY 22nd, 2015

DIGITAL LANDSCAPE

Digital Trends

• Canadians have one of the world’s highest consumption rates of about “76 hours per month online” (Canadian Digital Media Network, 2015).

• Half of the time spent online (49%) is through mobile devices (comScore, 2013).

• E-commerce spending reached $22.3-billion in Canada in 2012, up 10 per cent from a year earlier, with the number of transactions increasing by 17 per cent (Digital Future in Focus, 2013).

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(Canadian Digital Media Network, 2015)

HOME IMPROVEMENT RETAIL - CONSUMERS

Home Improvement Retail - Consumers

1) Professionals• This group includes people who build/renovate homes as their profession: contractors, interior designers, etc.

2) DIYers• Home improvement enthusiasts who buy for themselves.

3) “Do-It-For-Me”• Customers looking for third parties to provide installation services (Soni, 2015).

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MARKETING CHALLENGE

What is a cost-effective way to reaching out to all 3 target groups with store messaging online?

Mass messaging with digital flyers.

• Digital flyers are a great compliment to print flyers as retailers will be able to reach out to the increasing numbers of online users.

• Mobile devices follow consumers where ever they go and are used to look up product information, price-match and shop. It makes sense to leverage this platform to its fullest as mobile usage grows in Canada.

• As e-commerce spending increases, stores should anticipate higher demand with fluid online purchase flows and solid high funnel actions/conversions.

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(6S Marketing, 2012)

MARKETING STRATEGY – ONLINE FLYERS

Marketing Strategy

• Through digital advertising/marketing:• Increase store awareness.• Increase sales (e.g. store/online purchases).• Drive traffic to stores/websites.

Marketing Tactics

• Reach consumers on digital platforms using relevant ads with audience and contextual targeting.

• Leverage online flyers as one point of contact with consumers to bring awareness of weekly promotions, drive traffic to store/website, encourage e-commerce.

Measurements of Success

• Engagement.• Increased online flyer clicks and e-commerce

purchases.

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COMPARISONS: ONLINE FLYERSDIRECT COMPETITORS

HOME DEPOT CANADA – ONLINE FLYER

Weekly Online Flyer – All Items View

• Full-color scans of print flyer pages are easily viewed on one page.

• Manufacturer contest, flat rate shipping, lower prices logo, workshop sign ups and price guarantee terms are viewable when zoomed in.

• Workshops and BBQ Selector at bottom of page clicks through to feature pages on The Home Depot website.

Weekly Online Flyer – Selected Item View

• Product pages clicks away from ‘All Items’ pages and consumer needs to click “Back to Flyer” or back button in browser to return to it.

• Item information such as: name, price, customer reviews and related items are shown.

• “More Info” button drives the user to the product page on Home Depot’s retail site. Here, the user can add the selected item to a shopping cart.

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Note: Online flyers viewed on tablet device, focusing on barbeque products

LOWE’S – ONLINE FLYER

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Weekly Online Flyer – All Items View

• Full-color scans of print flyer pages are easily viewed on one page.

• Char-Broil promotion is clearly differentiated with its own panel. The dedicated space allows for Lowe’s to show off grill features.

• There is no special promo page for this panel, instead the non-clickable areas show a pop-up stating such.

Weekly Online Flyer – Selected Item View

• Product pages brings up a floating window that leaves ‘All Items’ view in the background for easy access.

• Item information such as: name, price and savings are shown.

• “Buy Online” button drives user to product page on retail site where user can add item to a shopping cart. “Add To List” button adds item to a wishlist within the online flyer but is not visible unless you go to the online flyer’s homepage.

Note: Online flyers viewed on tablet device, focusing on barbeque products

RONA – ONLINE FLYER

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Weekly Online Flyer – All Items View

• Online flyer pages are initially shown as single-page views but users can select to view all pages on same page. Users can select to see flyer items out of the flyer view and flyer items can be filtered by price range and category.

• Finance options opens a new window to website page.

• CTA to subscribe to newsletter for offers is always seen at bottom of page.

Weekly Online Flyer – Selected Item View

• Product pages brings up a floating window that leaves ‘All Items’ view in the background for easy access.

• Item information such as: name, price and savings are shown.

• “Add To List” adds item to a wishlist seen on flyer page upon closing item window, “More Info” drives users to website product page and “Add To Cart” allows users to add item to a shopping cart that is also viewable after closing item window. Cart items are saved onto retail site.

Note: Online flyers viewed on tablet device, focusing on barbeque products

FLIPP - MOBILE APP

Flipp

• Home Depot Canada and its direct competitors are all on Flipp’s mobile app where consumers can easily access each retailer’s flyers, search for their desired product and then compare prices (right).

• If a consumer prefers to shop online, product pages inFlipp offer options to go to the retail site and customer reviews to consider.

• Flipp extends HDC’s reach to mobile users who are on-the-go. It is currently testing a geo-location feature that will alert users when he/she is near a store that has a wishlisted item in stock.

• Urgency to visit a retail store is given by alerts of approaching promotion endings.

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LEARNINGS + RECOMMENDATIONS

Learnings

• Home Depot Canada and its competitors are all using digital flyers to extend the reach of print flyers to their increasing digital customer base.

• Flyers can be found on retailer websites, retailer mobile apps and third-party app Flipp in order to make themselves available for purchase consideration.

Recommendations

• Tighter fluidity between digital flyers and retail sites.

• Make wishlists and online carts easy to use and find.• We can use data from these selected items to re-target consumers with additional messaging.

• Look into creating dynamic ads that will recommend similar items to what consumers have searched for or based on product pages viewed via online flyer or retail site.

• These ads may show up on competitor retail pages when searching for like items so that you may comparison shop without leaving the page.

• Like-item recommendations will be create a customized experience for the consumer and drive them back to the desired retail site.

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APPENDIX: ONLINE FLYERHOME DEPOT CANADA MOBILE APP

APPENDIX: HOME DEPOT CANADA APP

Home Depot Canada App

• Home Depot Canada’s mobile app includes its digital flyer with the same mechanics as that found on the retail website. Promotions take center stage in a carousel in the middle of the screen.

• Online purchases can be made through the app without having to go through the retail website.

• A wider catalogue of products can be searched through the app outside of weekly promotional items.

• The mobile app not only helps with consumers’shopping research, but it acts as a home improvement companion for professional contractors and casual DIYers alike:

• Sections include measuring and conversion tools and video how-tos on interior decorating

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THANK YOU.