Home Depot Pushes Spring Cleaning
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The Home Depot this spring is shining a spotlight on brands from Clorox Co., RB, Newell Brands and Procter & Gamble, positioning them as "brands you can trust all season long."
Employing the aforementioned "brands you can trust” message, a large in-line header positioned in the upfront seasonal area at one Champaign, IL, store depicts the logos of The Clorox Co.’s flagship, P&G’s Bounty and Swiffer, Newell Brands’ Rubbermaid, and RB’s Lysol. The header was first erected in March above an in-line display for Lysol and a seasonal area populated with pallets stacked with Bounty and sister brand Charmin as well as account-specific quarter-pallet displays from brands including Swiffer, Lysol, Clorox, SC Johnson’s Windex, and P&G’s Dawn, Tide and Mr. Clean. The header and Lysol in-line display still remain in the Champaign store’s upfront department, but most of the pallets and quarter pallets were moved. (Lysol and Swiffer now enjoy secondary merchandising space via quarter pallets positioned along the store’s racetrack.)
Home Depot stores also distributed a “Spring Savings” coupon book containing more than $50 in savings on cleaning products from brands including Clorox, Lysol, Swiffer, Dawn, 3M's Scotch-Brite, P&G’s Tide, SC Johnson’s Scrubbing Bubbles and Clorox’s Pine-Sol.
In related news, The Home Depot ran its ninth annual "Spring Black Friday" event from April 5-15 (though select home appliance offers ran through April 25). The sales event reprised standard tactics highlighting various SKUs from multiple manufacturers from categories such as tools and hardware, lawn and garden, and home appliances. In-store activity included orange, white and green, spring-themed:
- stanchion signs touting up to 35% off home appliances through April 25.
- signs affixed to shelves dangling 33% off Pennington Seed's Pennington One Step SKUs.
- signs affixed to endcaps promising $50 off 40-volt tools from exclusive brand Ryobi.
Features in the retailer’s April 5 circular supported these and related offers. Display ads on homedepot.com also supported.
Like last year, the event also encompassed daily in-store-only and online-only deals on products from Whirlpool Corp.'s flagship brand and exclusive brand Behr, among others. Display ads on homedepot.com touted the offers. A feature in the retailer’s April 5 circular helped drum up support for the first in-store-only deal for Church & Dwight's Arm & Hammer laundry detergent while directing shoppers to the retailer’s website to “take a peek” at the rest of the offers.
TV and radio spots, email blasts, a Facebook cover, and displays ads on websites including youtube.com rounded out the effort. For a full gallery of Home Depot’s Spring Black Friday events over the years, click here.