The Home Depot: Karnak & Henry Roof Coatings

Business Issue

Within the building materials department, sales of roof coatings have been low across all manufacturers due to a number of reasons. In general, the entire category has been under performing, but most notably the five gallon buckets have been selling poorly. Sales have been down by approximately 30% for almost eight consecutive quarters.

Brand Response

In August 2007 regional Home Depot management asked Greentree to do a category refresh on roof coatings in the NY Metro Region as part of a special initiative to boost sell through. The refresh entailed resetting all SKU’s in the category to the proper plan-o-gram, resolving any issues regarding SKU maintenance and replacing all point-of-purchase signage and consumer brochures in all stores affected. Greentree also needed to check on-hand inventory of inactive and clearance SKU’s and get them merchandised in a prime location that would drive sales and move these discontinued products out the door.

Business Result

As a result of this merchandising effort, Greentree was able to help drive an increase in sales for these products, despite the overall low performance of the category. This effort proves that a concerted merchandising effort on a specific product can really make an impact on sales.

Services: In-Store Service: Merchandising

Industry: Retail / Home Improvement