Is Home Depot reconsidering its Direct Marketing Strategy?

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Is Home Depot reconsidering its Direct Marketing Strategy?

UPDATE 11/

By Randy Davidson Published: November 1, 2006

UPDATE 11/2/06 - After quoting "sources" yesterday, DM News has confirmed directly from Home Depot officials that it has shelved its 10 Crescent Lane and Paces Trading Company catalogs. "As we monitored the progress of [Home Depot's] direct business, it became apparent that Homedepot.com and Home Depot Direct catalogs were drawing the most traffic," said Jean Osta Niemi, a Home Depot representative.
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DM NEWS reports that The Home Depot Inc. could be having second thoughts about their direct strategy...
"Home Depot launched two new catalog brands last fall: 10 Crescent Lane and Paces Trading Company. It acquired the Home Decorators catalog business this spring and went on record saying its direct sales will reach $1 billion by 2010... However, according to an industry source, Home Depot may have already shuttered one catalog and could be taking a second look at its direct business."

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