Restoration Hardware, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Restoration Hardware, Inc., based in Corte Madera, CA, is a specialty retailer of hardware, bathware, furniture, lighting, textiles, accessories and gifts. The company operates stand-alone stores and outlet stores in the U.S. and Canada.
|Main Telephone||(415) 924-1005|
|Main Fax||(415) 927-9133|
Restoration Hardware, Inc. ContactsContacts (5/11)
|Celia T.||Chief Creative Officer||CA|
Sample of Associated Brands
|Gary F.||Chairman & Chief Executive Officer||CA|
|John Z.||Senior Vice President & Chief Information Officer||CA|
|Karen B.||Chief Financial Officer||CA|
|Tobin S.||Vice President, Direct Marketing||CA|
|Restoration Hardware, Inc.||*******|
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Digital, Print Opps: Restoration Hardware making ‘significant' ad investments for consumer brand
Subject: shopper, digital, mobile, social media, print
Company: Winmo), the specialty retailer of hardware, bathware, furniture, lighting, textiles, accessories and gifts based in Corte Madera, Calif.
Opportunity: During the Q4 earnings call, CEO Gary Friedman said that as RH thinks about long-term vision, positioning and strategy for the brand and business, it will make significant investments to “massively” transform and upgrade the physical shopping experience. The “meaningful” investments are to upgrade the brand, “whether it’s online or through printed mediums, like source books and advertising.”
Friedman has discussed RH’s efforts to optimize its media mix before (more here), so those martech and digital shops who can help streamline this process should engage decision makers now. High ROI paid and earned media that will attract customers will likely be well received.
RH is also making more investments to elevate customer experience, “whether it’s at the initial touch points or it relates to their interactions with us throughout an order process or all the way in home delivery.”
Note that the most senior level members of the company handle marketing decisions for the company, as RH does not have a CMO.
New Product Launch: Last fall, RH launched RH Teen, which is (obviously) targeted at a younger market than RH traditionally serves (more here).
Media Spend: According to Kantar Media, RH spent $7.4 million on measured media in 2014. The overwhelming majority of this is allocated to print ads and the remainder is mostly display ads.
Williams-Sonoma‘s PBTeen and Pottery Barn Kids are probably RH's closest competitor in this market (Restoration Hardware also has RH Baby & Child). For comparison, around half of PB’s 2014 media spend ($4.8 million) was allocated to search, while the remaining half was split between display and print.
Digital Breakdown: In Q1 2016, RH ran 64 display ads and nine high impact ads on 982 publishers (<1% mobile). Top ad destinations included sfgate.com, wwlp.com, tcpalm.com, woot.com and cbsnews.com (6% placed site direct versus programmatically). For comparison, Q1 2015 saw RH run 71 display and 13 high impact ads on 394 publishers (31% mobile, so clearly doing away with mobile was part of the “optimizing” Friedman was referring to).
For all of FY 2015, 223 display ads and 33 high impact ads were run on just over 3,000 publishers (30% mobile; 3% site direct).
15 Koch Rd.
Corte Madera, CA 94925
Director, Marketing & Business Development
(415) 924-1005 ext. 4787
E-Commerce Marketing Leader
(415) 924-1005 ext. 3005