Hardware Retailing

JUL 2017

Hardware Retailing magazine is the pre-eminent how-to management magazine for small business owners and managers in the home improvement retailing industry.

Issue link: http://hardwareretailing.epubxp.com/i/841186

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Page 16 of 96

HARDWARE RETAILING | July 2017 12 NRHA News I t's a fact—when your professional and DIY customers choose to shop at your store for their home improvement needs instead of big-box chain stores, nearly twice as much money stays in your local community. At the 2017 North American Retail Hardware Association (NRHA) All-Industry Conference and National Hardware Show ® , NRHA and Independent We Stand released the findings of the recently conducted study, Home Sweet Home Pros' Edition. (Read the details on Page 38.) Study findings show that independent home improvement and building supply dealers recirculate twice as much money back into the local economy as their major chain competitors. If professional contractors, builders and tradespeople shift 10 percent of their purchases from national chains to independent retailers, economies around the nation would reap the benefits of an additional $1.5 billion in economic activity, according to the study. This data comes two years after the two organizations announced the findings of the original Home Sweet Home Study in 2015, which detailed how much money stays in communities across the U.S. when consumers shop locally. NRHA understands how, as an industry, independent home improvement businesses benefit communities across the country. However, your customers—pro and DIY alike—may not. To help retailers leverage the findings of these studies to communicate to their professional and DIY customers the power of their purchase decisions, NRHA and Independent We Stand created the Home Sweet Home Economic Impact Calculator, available at TheRedT.com/impact-calculator. Customers can type a ZIP code into the online tool to calculate the approximate dollar impact that buying products from a local home improvement retailer can have on a specific community. Share this calculator with your customers so they can crunch their own shop-local numbers. Encourage Your Community to Shop Local Ready-to-Use Resources NRHA released multiple free marketing resources to help you tell the Home Sweet Home Study story. HOME SWEET HOME STUDY MARKETING PACKAGE This free package of marketing tools includes more than 10 different resources you can use to let DIY customers know that when they shop at your store, their dollars are being invested back into your community. Download at TheRedT.com/shoplocal. HOME SWEET HOME PROS' EDITION MARKETING PACKAGE While many factors influence where professional contractors, builders and tradespeople in your community shop, they may not realize how their purchases can strongly impact your hometown. Let them know using the marketing package, which can be downloaded at TheRedT.com/pro-shop-local. HOLIDAY SIGNAGE Holiday seasons are a great time to remind your customers that where they spend their money matters to your community. Download the free marketing packages for the holidays listed below and utilize the press releases, social media graphics, posters, shelf talkers, bag stuffers and more to tell your customers how important their patronage is not just for your business, but for the whole community. • Black Friday and Christmas Signage TheRedT.com/holiday-signage • Mother's and Father's Day Signage TheRedT.com/mothers-fathers • Halloween Signage TheRedT.com/halloween

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