Presentation by Christina Churchill

•88 locations throughout California

•Engaged in one of most fiercely competitive industries in U.S. business

•Legendary service, selection and convenience

•Hardware store vs. home improvement store/Fixers vs. major builders

•Recent redesigns and upgrades = still in the game!

•Traditional, predictable, minimal•Web site, Facebook, Twitter, YouTube

•One-way conversations, information output only

•Digital experiences arefragmented, not addingvalue to brands

•Vision of specificaudiences lacking, andhuman needs and aspirations irrelevant

COMMUNITY

INDIVIDUAL

COHESIVE BRAND

EXPERIENCE

FRAGMENTEDBRAND

EXPERIENCE

•Trying to maintain position “between” categories… with minimal visibility online…

•Outdated Web site•Late entry to social•Missed opportunities•Output only, no realconsumer engagement•No vision of audience, lack of purpose•Just “catching up”

•Neglected market in category – women!•Understand their needs and aspirations

• Understand DIYers online behavior•Listen to women DIYers& their online behavior

•Innovate to satisfy needs

Women

Needs

Online behavior

Aspirations

DIY behavior

•“Sandy” Single-minded women and moms•In their 30’s•Head of household•Identities differ across online spaces

•Individual, empowered DIY women•For family, for self•Needs relevant to OSH:

SELF

ORDER

PROGRESS

SUPPORT

•Breed empowered, self-sufficient moms•Women understand and empower each other

•More efficient moms = peace of mind and time= better moms

•Align with behaviors, delight with understanding•Provide personal attention•Mirror nurturing ambiance of new stores•Don’t talk to, interact with

Microsite for women; community around DIY projects, also empowerment – niche networking.•For women, by women. Create trusted characters•Link from primary OSH Web site (updated)•Use Twitter, Facebook, women’s sites to promote•Sections: Ask the “experts”, video how-tos, “recipes/shopping lists”, monthly spotlight/inspirational stories, sharing, discussions, contests, local meet-ups, community, “friends that like”, blog, Web casts, “for kids”, games, ideas by room•Everything in one place! Ease, trust & loyalty•App for social shopping with group

Digital Chatter

Affects behavior

Empowered Women

More projects

More purchases

More Growth

Why does this strategy work for them?

•OSH is smaller than their Big-Box competitors•Women like accessible size and ambiance•Can create more personal experiences, due to store sizes, company size, etc, on and off line•Historically, women drawn to OSH stores•Not tied to “specific” market like contractors or heavy builders•Smaller projects appeal to women•Tone is not intimidating