October 8, 2018 Volume xxiv, #37

“Look to the future, because that's where you'll spend the rest of your life.”
—George Burns (American comedian and actor, 1896-1996) 

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Home Hardware woos influencers to boost its brand in unconventional ways

ST. JACOBS, Ont. ― Home Hardware Stores is reaching beyond its traditional marketing and promotional channels in its efforts to connect with a whole new demographic. The company has set its sights on new homeowners and young families, recognizing the importance of creating a relationship with a new generation of DIYers and contractors.

One important but little publicized approach has been by working with social media influencers. Going beyond the bloggers of an earlier era, these tastemakers have large followings on social media platforms such as Instagram and Facebook, and dig deep into lifestyle areas that connect to Home Hardware and its wide range of products.

“We’re working with influencers to promote products and projects,” says Jessica Kuepfer, public relations manager at Home Hardware Stores Ltd. Kuepfer says Home Hardware works with up to 20 different influencers in general through the year, and that number can reach into the hundreds. But the co-op retailer focuses closely on just four or five of the more popular influencers, sending them products, often on an exclusive basis, for their review and evaluation.

The online style gurus Home Hardware has connected with include the individuals and teams behind accounts like “Modern Day Wonderland” and “This Little Estate.”

This latest initiative, she adds, shows that Home Hardware is moving ahead to appeal to a new generation.

Home plans to roll out its most cohesive influencers program yet in 2019. “This year was a lot of testing and learning, and next year we’ll be rolling out promotions with our best partners,” Kuepfer says.

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Big box market share slips, but format remains a force in retail 

WORLD HQ, Toronto ― Big box home improvement stores in Canada continue to represent a significant piece of Canada’s retail home improvement market. But they’re not keeping pace with the overall industry.

According to the 2018 Hardlines Retail Report, an exclusive research report on the size and growth of the industry, sales by all big boxes grew by 3.1% in 2017. However this was below the industry average of 5.1%. As a result, the market share of these large format retailers edged down last year, to just under one-quarter of overall sales in the industry.

Nevertheless, the format remains a major force in the industry, especially considering that just two companies, Home Depot Canada and Lowe’s Canada, comprise the lion’s share of the big box market. Kent Building Supplies, which has eight big stores of its own, is the dominant big box retailer in Atlantic Canada.

Home Depot maintained strong same-store growth in 2017 that actually exceeded the industry average. The sector reduction comes from the estimated sales from Lowe’s big boxes last year. Lowe’s same-store sales in 2017 were positive, but not up to the industry average. The company continues to add stores and realign its RONA big boxes under the Lowe’s banner in markets outside of Quebec. Lowe’s is further investing in its Reno-Depot big box banner and, as of mid-year 2018, has 23 stores operating with that banner. It purchased all the big boxes that had been owned by RONA affiliate dealers in Quebec in 2015. All these initiatives, although crucial for long-term positioning, may have impacted the stores’ sales year over year.

The continued strength of the big boxes, as measured by sales and market share, confirms that this format is maintaining its viability and acceptance within the industry.

(The data is from the Hardlines Retail Report. This comprehensive analysis of Canada’s retail home improvement industry is available in either PDF or handy PowerPoint format. It has 200 slides, dozens of charts and graphs, and more photos than ever before. Click here for details and to order your Hardlines Retail Report now!)

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These dealers are helping change perspectives about women in the industry

NATIONAL REPORT ― In the 14 years since Geneviève Gagnon took on a leadership role at her father’s company, Groupe Yves Gagnon, she has been steadily breaking down gender stereotypes. As general manager of the company her father founded, she’s helped grow the business from four stores and 200 employees to six stores and more than 350 employees.

When she started out, she faced some resistance from her male colleagues. Not surprisingly, they don’t dismiss her anymore.

For Jillian Sexton, it wasn’t always a foregone conclusion that she would work for her father’s business. She became COO of Hector Building Supplies in her 20s, when it had two locations in Nova Scotia. She’s since added a third in Prince Edward Island.

Sexton surprised even her own father by following in his footsteps. “My dad had two daughters and building supply is still unfortunately a male-dominant industry,” she says. “I don’t think he thought his daughter who was doing ballet five nights a week would be involved full-time.”

Like Gagnon, she put in the hard work to learn the business. Sexton started sweeping floors at their Stellarton location when she was 15 and worked her way up through store, learning the business inside and out. Her team respects her because she puts in the effort and they support her in everything she does.

She recalls a question her father used to ask her: “Are you going to work hard to make yourself successful, or to make someone else successful?”

As far as the climate for women working in home improvement retailing goes, Gagnon believes the industry has come a long way since she got her start. “The manufacturing industry is still a bit of a boys’ club, but on the retail side I’m seeing a lot more women,” she says.

For Sexton, she says her story is about more than being a woman in the industry. What she has accomplished stems from the same drive and passion that propels independent dealers across the country, regardless of gender.

Still, Gagnon says she's happy to see things changing in this industry. “There are more and more young women now, in their 20s and 30s, willing to take over the family business, and I see them getting active in industry associations and working for vendors. Slowly but surely things are changing.”

(This story comes from a recent issue of our quarterly print magazine, Hardlines Home improvement Quarterly. If you want to read more content about exceptional dealers and what they’re doing across the country, make sure you’re subscribed to HHIQ. Click here for more information!)

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Home Depot awards innovative vendors, then promotes them to consumers



ATLANTA ― “Make life easier for your customers.” That was the advice Annette Verschuren, former president of Home Depot Canada, gave to an audience of vendors when she was inducted into the Industry Hall of Fame by the Canadian Hardware and Housewares Association in 2011.

It’s a mantra that Home Depot has embraced, regularly awarding select vendors for their innovative practices. However, with the announcement of this year’s Innovation Award winners, Home Depot has developed a promotional campaign to communicate these innovations to its retail customers, as well.

The company has created an official “Innovation Award” seal that will appear on the packaging of these products that Home Depot has identified as “best-in-class”, highlighting their status to customers.

“We appreciate the effort our vendor partners put into innovation each year,” says Ted Decker, merchandising executive vice president for Home Depot. Today, we’re celebrating their work by recognizing the most innovative products and releasing a Home Depot Innovation seal so that our customers can find those products in-store and online easily.”

The company recognized 12 companies in total. Here are the top winners:

• Overall winner: The Makita Sub Compact Program, which runs on an 18-volt battery system and claims to be 25% lighter and smaller than traditional 18-volt tools.
• First runner up: The LifeProof Slip Resistant Tile, which Home Depot says is 50% more slip resistant than ordinary tile.
• Second runner up: The Halo Colour Selectable LED Downlight Retrofits offer five different colour temperatures from warm white to daylight, offering flexibility for both homeowners and contractors.

(Click here to see all of this year’s Innovation Award winners.)

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Terry Davis, president and CEO of Home Hardware Stores Limited, and Stew Gingrich, vice- president, human resources, have been inducted into the Home Hardware Stores Builders’ Circle. The Builders’ Circle program was launched in commemoration of Home’s 50th anniversary in 2014 to honour and recognize retired members of the Board of Directors and corporate officers of Home Hardware for their past service and contributions to support Home Hardware dealers. Davis will retire on October 10 after 48 years of service. Gingrich will retire in January after 46 years of service. 

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CLASSIFIED ADS

The Field Sales Representative (ON) will be responsible for territory sales growth by implementing plans and strategies to create end user demand for the Henkel LePage portfolio. This individual will be the primary contact and responsible for fostering solid relationships within their region.

What We Offer (Position Description)

• Deliver NES and GP1 annual growth per pro sales plans
• Establishes targets, develops and implements sales plans accordingly for achieved results to be measured against.

• Develop and maintain relationships with distributors, dealers, alliance partners, builders, contractors, remodelers, architects, sealant specifiers and Henkel team members
• Conduct jobsite inspections and testing along with education of LePage products.
• Participate in dealer and training events, where business opportunity is identified.
• Assist in product complaint resolution. This may include; jobsite inspection, product complaint form completion and submission in addition to, immediate or suggested resolution.
• Manage and communicate activity and results via CRM tool, meeting calendar, requested reporting and presentations
• Manage special projects and provide market intelligence as requested to include competitive activity and price shops
• Contribute to Henkel’s success by professionally challenging status quo, sharing your ideas and experience.
• Assume responsibility for other duties as assigned by National Sales Manager

Job specification and competencies

• Minimum 5 years selling experience
• Minimum 5 years’ experience in relevant market (residential/light commercial)
• Professional written and verbal communication
• Proficient with Microsoft Office Suite
• Bachelor’s degree preferred

 https://www.henkel.com/careers/jobs-and-application/-/874012

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70 Years of Building Value Into Building Products

OEM Sales Agencies – Quebec, Prairies, Atlantic Canada

ODL Canada, with distribution centres in Vaughan, ON and Calgary, AB is recognized as a leading supplier in Canada’s fenestration industry.  Our products include Door Glass and Enclosed Blinds for doors, patio doors and windows.

See our complete catalogue at https://odl.com/canada.htm.
To support growth with exciting new products, ODL Canada is currently seeking sales agencies to represent our OEM product line for Quebec, Atlantic Canada and the Prairies.  If your agency is a team that calls on door pre-hangers, door component distributors or window manufacturers in any of these market areas, then we would like to hear from you.
Interested agencies should submit a company profile to Tom Newton, Managing Director of ODL Canada at tom.newton@odl.com.

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Sales Territory Managers | British Columbia, Saskatchewan/Manitoba

Regal Ideas is the innovative leader in Aluminum Railing and associated outdoor living products to the Canadian Home improvement Industry. We require experienced Building Materials Professionals to expand our sales team and drive sales growth across British Columbia and Saskatchewan/Manitoba. If you are a motivated and highly organized team player with Building Materials Sales experience on the wholesale side, then we would like to speak with you.

Please send resume and salary expectations to Marketing@regalideas.com and you will be contacted if qualifications are commensurate with our requirements

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