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Diversity session set for ProDealer Conference

BY HBSDEALER Staff

Brett Kashanitz from careerbuilder.com, appearing at the 11th Annual ProDealer Conference, will conduct a session on best practices for diversity hiring. Attendees will learn how to set up a diversity program at their company, attract and retain culturally diverse candidates, avoid common pitfalls and measure their results in the Sept. 21 seminar.

Kashanitz is the director of diversity and HR vertical marketing manager for careerbuilder.com, the leading online listing of classified job ads. He will be joined by Leighton Hiranaga, director of human relations for iLevel.

Other educational sessions will cover safety programs, supply chain inefficiencies and commodity purchasing strategies.

The ProDealer Conference, sponsored by Home Channel News, is scheduled for Sept. 19 to 21 at Loews Coronado Bay Hotel in San Diego. Networking events will include a deep sea fishing event and a City of Hope golf tournament. For more information, visit www.prodealer.com.

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Orchard Supply appoints new chief marketing officer

BY HBSDEALER Staff

Orchard Supply Hardware (OSH), the San Jose, Calif.-based home and garden retailer with 85 locations throughout California, appointed Thomas Carey as chief marketing officer, effective July 23.

Carey will focus on driving customer satisfaction, target marketing and managing print and broadcast advertising, the company said.

“Carey will enable us to get closer to our customers,” said OSH president and CEO Rob Lynch. “His vision and breadth of knowledge in consumer segmentation and relationship management will enhance customer loyalty, building on the solid reputation that OSH has earned for excellence over the past 76 years.”

Carey has more than 12 years of senior marketing and advertising experience with both apparel and home improvement retailers. Most recently, he served as senior vp-marketing with West Marine, of Watsonville, Calif. Prior to that, he held various positions at Goody’s Family Clothing, Sunglass Hut International, Bloomingdale’s and Builders Square. Carey also spent 12 years of his early career with various marketing and advertising agencies, including Ogilvy & Mather, N.W. Ayer Advertising and Young & Rubicam Advertising.

“His deep experience with print and broadcast advertising and multichannel marketing, including Internet, will also help raise OSH’s profile among its target audience,” Lynch said.

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Consumers prefer contractor referrals

BY HBSDEALER Staff

A national survey of homeowners who have hired contractors for home improvement projects showed a strong preference for personal recommendations, with 42 percent using a contractor they found through a family or friend. Another 28 percent hired someone they had used on previous projects, while 7 percent found contractors through the Yellow Pages.

Retailers who provide installation services were utilized by 7 percent of the respondents. But overall, respondents gave home improvement stores low marks for project satisfaction. Only the Yellow Pages ranked slightly lower when comparing project satisfaction to how the contractor was found.

“Surprisingly, those who used a home improvement store-provided contractor did about the same as those who used advertising as the way they found their contractor,” said Fred Miller, president of Consumer Specialists, a marketing consulting firm based in Germantown, Tenn. He noted that independent referrals got the highest satisfaction ratings from survey respondents.

The full study, called “In the Beginning,” looks at how homeowners approach the critical starting period in home improvement projects and what resources they utilize.

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