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Churchill osh digital_strategy

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Transcript

  • 1. DIGITAL STRATEGY FOR PURPOSEFUL, PROFITABLE CONNECTIONS
    Presentation by Christina Churchill
  • 2. Orchard Supply Hardware
    • 88 locations throughout California
    • 3. Engaged in one of most fiercely competitive industries in U.S. business
    • 4. Legendary service, selection and convenience
    • 5. Hardware store vs. home improvement store/Fixers vs. major builders
    • 6. Recent redesigns and upgrades = still in the game!
  • Competitive Landscape
    • Traditional, predictable, minimal
    • 7. Web site, Facebook, Twitter, YouTube
    • 8. One-way conversations, information output only
    • 9. Digital experiences arefragmented, not addingvalue to brands
    • 10. Vision of specificaudiences lacking, andhuman needs and aspirations irrelevant
    COMMUNITY
    COHESIVE BRAND EXPERIENCE
    FRAGMENTED
    BRAND EXPERIENCE
    INDIVIDUAL
  • 11. What is OSH’s challenge?
    • Trying to maintain position “between” categories… with minimal visibility online…
    • 12. Outdated Web site
    • 13. Late entry to social
    • 14. Missed opportunities
    • 15. Output only, no realconsumer engagement
    • 16. No vision of audience, lack of purpose
    • 17. Just “catching up”
  • What is OSH’s opportunity?
    • Neglected market in category – women!
    • 18. Understand their needs and aspirations
    • 19. Understand DIYers online behavior
    • 20. Listen to women DIYers & their online behavior
    • 21. Innovate to satisfy needs
  • Who to connect with…
    • “Sandy” Single-minded women and moms
    • 22. In their 30’s
    • 23. Head of household
    • 24. Identities differ across online spaces
    • 25. Individual, empowered DIY women
    • 26. For family, for self
    • 27. Needs relevant to OSH:
    ORDER
    SELF
    PROGRESS
    SUPPORT
  • 28. OSH’s digital strategy…
    • Breed empowered, self-sufficient moms
    • 29. Women understand and empower each other
    • 30. More efficient moms = peace of mind and time = better moms
    • 31. Align with behaviors, delight with understanding
    • 32. Provide personal attention
    • 33. Mirror nurturing ambiance of new stores
    • 34. Don’t talk to, interact with
  • Tactics…
    Microsite for women; community around DIY projects, also empowerment – niche networking.
    • For women, by women. Create trusted characters
    • 35. Link from primary OSH Web site (updated)
    • 36. Use Twitter, Facebook, women’s sites to promote
    • 37. 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
    • 38. Everything in one place! Ease, trust & loyalty
    • 39. App for social shopping with group
  • 40. What is unique about OSH?
    Why does this strategy work for them?
    • OSH is smaller than their Big-Box competitors
    • 41. Women like accessible size and ambiance
    • 42. Can create more personal experiences, due to store sizes, company size, etc, on and off line
    • 43. Historically, women drawn to OSH stores
    • 44. Not tied to “specific” market like contractors or heavy builders
    • 45. Smaller projects appeal to women
    • 46. Tone is not intimidating