Category Destination 101

1Category Destination| Think Retail

Category Destination 101

2Category Destination

Merchandise storytelling.We combine our talents to affect the purchase behavior of consumers.


To start, we ask ourselves:Who is the customer?

What is the product offer?

What story do we want to tell?

What is the best merchandise presentation?


UnexpectedHigh impact, large scale, and dramatic color grab attention.

EngagingContextual displays invite customers to participate in the category.

SmartWell organized, clearly identified, and operationally efficient displays guide customers through the category.

ProprietaryProprietary fixturing, graphics, packaging, and product envelope customers in high equity brands.

Merchandising techniques bring products together to tell interesting stories that draw customers into the category:


Unexpected


Engaging


Engaging


Smart


Smart


Proprietary


HOW TO CHOOSE


Communications Hierarchy


CONCEPT 1 | “PAPER 101”Simplifies nomenclature and comparisons so they’re practical and ultra easy to understand

• Tangible reasons to trade up• High energy use of bold text and icons• Emphasizes color-coding to coordinate with packaging

| Office Depot Cut Sheet Paper | November 2010 14



CONCEPT 1 | “PAPER 101”

GOOD

START WITH A BASIC STEP UP TO A BASIC THAT’S

BETTERFOR THEENVIRONMENT

UPGRADE TO BETTER PAPER

YOU CANUSE ANY WAYYOU WANT

BUY NOTHING BUTTHE BESTTO MAKE THE BESTIMPRESSION

ADVANCE TO GETTING

THE MOSTPROFESSIONALRESULTS

WHEN COSTMATTERSMOST

BETTER

(Printed with metallic inks to indicate step up)



GOOD

Wayfinding

Paper Sample

Usage

Step Up

CONCEPT 1 | “PAPER 101”

STOCK UP ON THE BASICS

for everyday copies & big jobs

STEP UP TO EARTH-FRIENDLY PAPER

that’s perfect for everyday copies & big jobs

For the best earth-friendly benefit, look for higher

recycled content

UPGRADE TO BETTER LOOKING OUTPUT

from any machine: photocopiers, printers, or

fax machines

Buy Premium Multi-purpose Paper for color jobs

BUY NOTHING BUT THE BEST TO GET THE

BEST IMPRESSION from your laser printer

Buy Premium Color Laser paper for color jobs

ADVANCE TO THE MOST PROFESSIONAL

RESULTS from your inkjet printer

Buy Premium Color Inkjet paper for color jobs

BETTER

(Printed with metallic inks to indicate step up)


CATEGORY TOUCHPOINTS


IntroductionFront of Store


Catalog


Website


Packaging


Sensory

22Category Destination22

PROCESS OVERVIEW EXAMPLE


Information Gathering


Nuts & Washers

Wood Screws

Flat Head Wood ScrewZinc

Flat Head Wood Screw

Brass

Panhead Machine

ScrewZinc

Flat Head Machine

ScrewZinc

Hex Head Machine

ScrewZinc

Pan HeadSelf Drill Machine

ScrewZinc

Hex Head Machine

ScrewZinc

Panhead Machine

ScrewStainless

Steel

Oval Head

Machine ScrewZinc

Oval Head

SS

FlatHead

SS

Ro

un

d H

ead

Wo

od

Scr

ews

Zin

c

Dry

wal

l Scr

ews

Zin

c

Hanger BoltsZinc

New

Graphic

Lag Screw - Zinc Lag Screw - Zinc

Lag

Sh

ield

s Zi

nc

Lag

Sh

ield

s G

alv.

Lag Screw - Galvanized

Nuts & Washers

Hex NutsZinc

Hex WasherZinc Hex Nut

Galvanized

Hex WasherGalvanized

Build a Bolt

Machine Screws Sheet Metal Screws

Round Head ScrewZinc

Round HeadScrewBrass

Round HeadScrew

StainlessSteel

TrussHeadScrewZinc

Flat Head ScrewZinc

FlatHeadStainl.Steel

ThumbScrewZinc

Carriage Bolt - Zinc Carriage Bolt - GalvanizedHex Bolt - GalvanizedHex Bolt - Zinc

NutsZinc

NutsStainless

SteelNu

ts -

Bra

ss

WashersZinc

WashersStainless

SteelWas

her

sB

rass House

MatesWire/Brads Miscellaneous

Specialty BoltsDrawers

Specialty NutsDrawers

MiscellaneousDrawers

Lag Screw

Machine Bolts

Hex Bolts Carriage BoltsNuts & Washers

Sheet Metal ScrewsMiscellaneous

Wood Screws

Specialty Bolts

Specialty Nuts Miscellaneous

Layout Exploration

Existing Layout

Recommended Layout


Fixture Exploration

Merchandise | Graphic Components

3”Tag strips are recessed behind the ends of the pegs to make the products easier to see and reach

4” sign strip replaces the beam sign

Bin fronts are flush to allow space for category signing

Bin fronts are slanted upwards to be easier to read

Slanted graphics cover the shelf edge and front of the bin, forming a stop to keep the bins orderly

3” beams are replaced by 1” metal shelves to allow more room for signing and bins

Bins are stepped back to allow shoppers better access to the contents

Cardboard open bins:

• Inexpensive, easy to replace• Can be made in any shape or size required• Can be printed in any color required• Fits with Home Depot brand image• Consistent look and size

Plastic open bins:

• Durable• Can be made in any shape or size needed, custom mold may be required.• Limited standard colors, custom colors available• Consistent look and size• Clip together for stability, better presentation

Metal shelf binning:

• Durable• Available from major gondola vendors, may require proprietary shelf purchase

• Adjustable side to side, front to back• Limited standard colors, custom colors may be available for addtional charge• 3” height standard


Graphic Communication

30"

6"

Lag Screws

Spanish translation

Wood Screw

sSpanish translation

Carriage Bolts

Spanish translation

Nuts & W

ashersSpanish translation

Machine Bolts

Spanish translation

Sheet Metal Screw

sSpanish translation

Hex Bolts

Spanish translation

MACHINE BOLTS

WOOD SCREWS

SHEET METAL SCREWS

NUTS AND WASHERS

NAILS AND TACKS


Over 25,000 fastener items available onlinewww.homedepot.com

Can’t find it?

OnlineFasteners

Don’t know the size you need?Easy IDUse the diameter & thread guideSpanish translation

MACHINE SCREWSNUTS & WASHERS

WOOD SCREWSSHEET METAL SCREWSAll Hanging Bags

One Low Price

Spanish translationSpanish translation

98¢Spanish translation

Buy by the Box

Save $

Over 25,000 fastener items available onlinewww.homedepot.com

Can’t find it?

OnlineFasteners

Choose based on therequirements of your job.Spanish translation

#2

1/32"

3/64"

3/64"

1/16"

1/16"

5/64"

5/64"

3/32"

3/32"

7/64"

7/64"

1/8"

Spanish translation

#4Spanish

translation

#6Spanish

translation

#8Spanish

translation

#10Spanish

translation

#12Spanish

translation

Spanish translation

Spanish translation

Drill Bit for Hard Woods

Drill Bit for �Soft Woods

Recommended Pilot Hole SizesSpanish translation

Spanish translation

BoltsSpanish translation

Use with washers and nuts in the same material and finish.

Keeps nuts from loosening over time by using split washers, threadlock compound, or lock nuts.

Spanish translation

Help remove seized up or rusted bolts with L i quid Wrench or WD-40. Spanish translation

Spanish translation

ScrewsSpanish translation

Flat heads countersink into material for a smooth surface, while round heads bump out for a more finished appearance.

Reduce friction and make it easier to drive screws into wood, by coating the threads with regular bar soap.

Spanish translation

Keep wood from splitting when driving screws, by pre-drilling a pilot hole slightly narrower than the thickness of the screw’s shaft.

Spanish translation

Rust Resistance

Recomendado

Aceptable

Spanish translation

Zinc StainlessSteel

Brass Galvanized

Spanish translation

Hardened SteelGrade 5

Look for 3 raised marks on the head

Spanish translationSpanish translationSpanish translationSpanish translation

StrengthSpanish translation

Beam Signs

•Aharveyballchartpresentstheappropriatenessofdifferent productmaterials.•Productuseinformationforboltsandscrewscross-sellsto associateditemsandgivestipsforsuccessfulusage.•Thediameterandthreadguideispositionedonthebeamsign andcalledoutasEasyID.•Bagpricing,valuemessagingfortheboxedproduct,and specialorderinformationisalsopositionedonthebeamsigns.•Theinformationisrepeatedtwicewithintheset.

#2

1/32"

3/64"

3/64"

1/16"

1/16"

5/64"

5/64"

3/32"

3/32"

7/64"

7/64"

1/8"

Spanish translation

#4Spanish

translation

#6Spanish

translation

#8Spanish

translation

#10Spanish

translation

#12Spanish

translation

Spanish translation

Spanish translation

Drill Bit for Hard Woods

Drill Bit for Soft Woods

MACHINE SCREWSNUTS & WASHERS

WOOD SCREWSSHEET METAL SCREWS98¢ Buy by the Box

Save $

4"

4"

Graphic Communication


Concept Rendering

Documents

Category Destination 101