Home Depot's New Catalog Targets Upscale Women

Share this content:
ORLANDO--The Home Depot's latest catalog offering -- 10 Crescent Lane --targets upscale women, according to Shelley Nandkeolyar, president of The Home Depot Direct division, who offered the keynote address at yesterday's NCDM Winter 2005 Conference.

The new home catalog, which launched in September, features items such as candlesticks, brushed-steel sconces and Oriental rugs. A key reason for launching the new brand was to "evolve the brand and meet the mandate of expanding," Nandkeolyar said. The catalog targets women 30 and older with a high-income household profile of $175,000.

These people also purchased products from a high-end catalog in the last 12 months, such as Williams-Sonoma.

The company worked with Abacus to build a profile of the right market segment that it wanted to go after.

"Initial results have been very, very exciting for us," Nandkeolyar said.

This is not Home Depot's first catalog. That was a 30-page catalog that focused on gift ideas created for holiday 2003. This was followed by a 64-page holiday-themed catalog mailed to a larger circulation. Additional holiday catalogs followed in 2004 and 2005 -- with more high-end merchandise.

The content in these catalogs was based on consumer preferences. For example, after examining its customer databases to see what types of products people were buying in its stores -- as well as tracking what types of items people searched for on its site -- Home Depot learned that its customers were looking for higher-end products such as furniture and home decor items.

"We found out that when we looked at Web traffic and Web searches, you really start to understand the dynamics of the market," Nandkeolyar said.

Having this knowledge was the genesis for the 10 Crescent Lane catalog, and the company knew it had a market for another upscale brand.

Home Depot also recently launched Paces Trading Company, another brand and catalog focusing on high-end lighting. Again, it is targeting high-end women.

Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above