Despite a rich history that took Orchard Supply from a Depression Era farmer’s co-op in 1931 to being the first hardware, home, and garden superstore, the advertising was all about weekend sales and low, low prices, using essentially the same voice as its “big box” competition.
The strategy to boost sales by continually reducing prices sliced into company margins. Cheaper products were stocked. Staff was cut. The level of service that Orchard was known for dropped off. Customers loyal to Orchard for generations became disenchanted. Nobody had a reason to choose Orchard over any other hardware store.
What steps could be taken to reclaim the soul of Orchard? Well, you could start with being true to your roots.