The RFI anticipates {that a} semi-finalist determination will probably be made by Dec. 15, finalists will probably be chosen by Jan. 15, 2021 and that closing shows are tentatively scheduled for March 8, 2021.

“Given the circumstances surrounding this assessment and the prevailing challenges of COVID-19, we are going to make greatest efforts to determine and observe a selected schedule, however some revisions are more likely to happen,” The Dwelling Depot says within the RFI.

In line with the RFI, amongst the company capabilities The Dwelling Depot seeks to evaluate past “common promoting” embrace experience in social media, digital and interactive execution; in-house audio and video manufacturing; communications planning; influencer advertising and marketing; channel-specific promoting together with for Fb; and focusing on audiences equivalent to Gen Z.

The RFI asks businesses to explain their tradition: “What are the traits of staff members which might be profitable in your company? Given our difficult instances, what are you doing to take care of your staff’s power stage and engagement?”

Evolving Dwelling Depot buyer

The retailer can be trying to assess businesses’ capacity to supply perspective on “the evolving nature of The Dwelling Depot buyer,” the “important advertising and marketing obstacles and alternatives” going through the model, how they will leverage MarTech for better effectivity and what knowledge and analytics instruments they’ve for figuring out totally different audiences.

The RFI additionally asks retailers to supply examples of conditions the place they created “constructive notion change by way of shopper perception and ensuing artistic” for a consumer in addition to “the place the company performed an necessary position within the profitable refinement and evolution of the enterprise/model.”

The Dwelling Depot spent $1.1 billion on promoting for the 12 months ended Feb. 2020, a 3% improve over the prior 12 months, in keeping with Advert Age’s Datacenter, which ranks the chain because the forty third largest advertiser within the U.S.

The retailer reported a 23.4% rise in internet gross sales to $38.1 billion in its latest fourth quarter, helped by homebound shoppers spending extra on home enchancment initiatives in the course of the pandemic. Nonetheless, regardless of the latest gross sales increase, The Dwelling Depot confronted requires a boycott late final month from consumers angered by billionaire Co-Founder Bernie Marcus pledging his help for President Donald Trump’s reelection marketing campaign. The Dwelling Depot was forced to distance itself from Marcus, saying he retired greater than a decade in the past and doesn’t converse for the corporate.

It was the retailer’s second disaster in October. It additionally fired The Richards Group, which had served as company of document for 1 / 4 century. Dwelling Depot acted following information that Richards, 88, challenged a proposed advert for consumer Motel 6 as “too Black” for the corporate’s “white supremacist constituents.” Motel 6 was the primary consumer to half methods with The Richards Group adopted by others, together with Chick-fil-A and Keurig Dr Pepper.