Churchill osh digital_strategy

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Churchill osh digital_strategy

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 Outdated Web site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

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