Hardware Retailing

JUN 2018

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

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HARDWARE RETAILING | June 2018 68 New Marketing & History New Marketing Material A Library of Research Y our business makes a significant economic difference in your community because you invest in employees, products, services and charities where you operate. Be sure to let your customers know how much more you contribute locally than Amazon does. Showing customers how important your business's impact is could go a long way in convincing them to buy from your business instead of shopping online. NRHA and Independent We Stand have created a collection of marketing materials to help retailers promote the findings of the Home Sweet Home: Locals vs. Amazon study. The new posters, social media posts and other informational online graphics are available for free. They can be downloaded at TheRedT.com/local-impact. Free marketing materials are also available for retailers to use to promote their businesses' local economic impact compared to big-box stores. These posters, social media graphics, shelf talkers and other signage are targeted to consumers or professionals, so you can choose your audience or market to both customer segments. See below for more information. N RHA and Independent We Stand have produced research that provides hard numbers retailers can use every day. Consumer Research In 2015, NRHA and Independent We Stand introduced the Home Sweet Home Study, which showed the positive impact consumers have on their local economies when they shop at locally owned independent home improvement stores. The research shows that every dollar spent on project materials at an independent retailer generates twice as much local economic impact as Home Depot or Lowe's. To read about the original research, visit TheRedT.com/hsh-consumer. Marketing materials for the study are available for download at TheRedT.com/shop-local. Pro Research In 2017, the organizations expanded on the original Home Sweet Home Study to provide retailers with data on the impact pro customers' spending has on a community. The project, Home Sweet Home: Pros' Edition, found that for every dollar contractors and other pros spend at independent home improvement businesses, twice the money remains in a local economy than when they buy from national chains. Read more of the pro research at TheRedT.com/hsh-pros. Marketing materials for the study are available to download at TheRedT.com/pro-shop-local. The research shows that every dollar spent on project materials at an independent retailer generates twice as much local economic impact as Home Depot or Lowe's.

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