ST. JACOBS, Ont. — A new slogan and a new strategy that target a younger demographic were introduced at Home Hardware’s dealer market in St. Jacobs, Ont., yesterday. The tag line, “Here’s how,” reflects the co-op retailer’s efforts to target a younger customer with a project-oriented sales message.
“There was a desire, for sure, to shift downward [in age] in the demographic,” says Rick McNabb, vice president of sales and marketing for Home Hardware. He acknowledges the importance of the baby boom generation that has driven sales for decades, but adds that the new homeowner has a different profile. “It’s really important for our organization to see and target a different demographic,” he adds.