the meaning of home
Home improvement shoppers will visit both specialty and big box stores for home-related items across home repair, furnishings, or lawn and garden. It reflects the hyper-competitive market for this shopper, who is inundated with promotions and offers from national chains.
The problem faced in this pitch was about helping a much smaller regional specialty home improvement store compete against a national chain with vastly greater resources.
HOW WE DELIVERED
KNOWLEDGE AND BUILT CONFIDENCE
Using Simmon’s data and a cultural systems analysis, Stones Insight examined the audience likely to appreciate the regional store’s value proposition. These age 45+ adults (mostly women) were discovered to be active in their communities, demonstrated environmentally sustainable practices and were willing to pay for quality. They saw their home as a reflection of themselves and were actively seeking advice and ideas for decorating their homes.
The small agency won the pitch and the new client explained the choice as “being far better prepared than the other agencies.”