Home Depot's New Catalog Targets Upscale Women

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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

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