Opportunity:

The Home Depot Canada has always been dedicated to making the environment a core pillar of its business and to helping consumer make better choices for the environment when improving their homes. Since 2001, Summerhill has worked with The Home Depot Canada as a strategic vendor partner to help develop a market transformation strategy that included the creation of the Eco Options brand. The strategy was developed from a shared recognition of the changes occurring in the home improvement marketplace, as well as the increased public interest regarding sustainability issues. This work has helped The Home Depot Canada remain competitive through profitable market transformation initiatives that are sustainable, coordinated, comprehensive, dynamic, and strategic.

Client Needs:

• Assist in establishing The Home Depot Canada as a market transformation leader
• Help demonstrate The Home Depot Canada's environmental commitment and corporate responsibility
• Help grow and elevate the Eco Options brand
• Work with The Home Depot Canada to help deliver a variety of successful consumer-facing environmental programs that increase customer traffic and engagement, provide added value and educational opportunities to consumers, and create a distinct competitve advantage

Summerhill's Approach:

• Leverage The Home Depot Canada's merchandising power to source an increasing number of Eco Options products
• Provide on-going strategic counsel and support on the Eco Options plan, develop an integrated product verification process and criteria to identify eligible Eco Options products, and create a comprehensive database of information on each product/vendor
• Help maximize the profile of the Eco Options brand through Eco Options events that engage vendors and external partners, associate training, and content development for the Eco Options website to provide consumers with an understanding of the wide variety of products and home improvement solutions available
• Help design and execute in-store events such as Mow Down Pollution, Go Low Flow and Bright Ideas that create customer loyalty

Results:

• Eco Options is the engine that drives The Home Depot's market transformation strategy, connecting core elements as well as serving as the visual representation of the approach in the marketplace
• More than 2,400 Eco Options products have been approved to date through a customized product verification process
• More than ten national events have been designed and executed with The Home Depot Canada that have positive environmental impacts
• Innovative award winning partnerships with utilities have been created and have produced demonstrable environmental improvements
• Widespread enthusiasm has been generated for the Eco Options brand throughout the company