| Orchard Supply Hardware and Sears Hardware Stores, both
a division of Sears Roebuck and Co., assigned Coyle the all inclusive
challenge to help appeal to their “do it yourself” customer
base to actually do more and different types of home repair and home
improvement projects. For this to happen, customers must be informed
and encouraged to tackle new types of projects. Armed with more knowledge
and confidence, they will purchase more supplies and tools at the store
while saving substantially by performing the work themselves. Coyle actually
researched the “how to” facts and developed the copy and
graphics for six different categories: electrical, pruning, plumbing
/ hot water heater, fasteners, paint and Craftsmen innovations. The solution
was executed on six different “how to” end caps within the
appropriate departments at each store.
Coyle’s assignment included
designing, manufacturing, and installing the initial roll out of the
how to end caps; again, Coyle used the “power of integration”
by utilizing many of its capabilities to deliver results that exceed
expectations. |
