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Virtual Home Improvement Summit

December Series

December 3 | December 8 | December 9 | December 10
12:00 pm EST

The COVID-19 pandemic has driven an unprecedented level of change over the last 8 months, leading us to live and work differently…and that’s why this year CRC will offer the opportunity to participate in our 2020 Home Improvement Summit from the safety of your own home or office.

While we won’t be coming together in-person, the CRC Virtual Home Improvement Summit will deliver to you the same critical insights, including a broad macroeconomic overview, an update on homecenter strategies and new opportunities, in-store shopper insights, and new ideas to help you adjust your organization to the areas of greatest upside.

With your busy schedule in mind, we have segmented our content into four easy to digest sessions, where we will outline the latest insights from our work, and provide you with new forward-looking ideas to optimize nearly every aspect of your business to maximize upside in 2021 and beyond.

The outlook in the home improvement industry remains favorable relative to other corners of retail, and we continue to have conviction that the right initiatives and investments can help you deliver above-average returns for your business.  We look forward to seeing you (virtually) in December.


What You’ll Learn

Real-Time Shopper Insights New, Best-in-Class Merchandising Strategies Tactical & Strategic Recommendations


2020 Virtual Home Improvement Summit Agenda

Thursday, December 3 | 12:00 pm EST
HOME IMPROVEMENT:  2020 Year in Review, Top Focus Areas for Home Depot & Lowe’s in 2021, Industry Expectations Next 2-3 Years
Presented by Mark Herbek, Executive Director, Home Improvement Council & Omarr Aleem, Senior Analyst
90 Minutes

Tuesday, December 8 | 12:00 pm EST
MACROECONOMIC:  Home Improvement, Housing, and the U.S. Economic Recovery in 2021 and Beyond
Presented by Skylar Xie, Director of Macro Research
30 Minutes

Wednesday, December 9 | 12:00 pm EST
DIY CUSTOMERS:  Understanding the Changes within In-Store Shopping Habits Post COVID-19
Presented by Ginny Tredway, Executive Director of Advisory
60 Minutes

Thursday, December 10 | 12:00 pm EST
COVID-19 PLAYBOOK: Strategies to Help Vendors Win in the Evolving Omnichannel Retail Landscape
Presented by Matt Leiser, Director of Home Improvement Council
90 Minutes


About the Presenters

Mark Herbek, CFA

Executive Director / Partner, Cleveland Research Company

Mark has spent the last 20 years writing research on the Home Improvement and Building Products industry, and was one of 43 individuals who helped start Cleveland Research Company.  During his 15 years at CRC, Mark has specialized in identifying inflections to help vendors and retailers grow more profitably and better navigate the quickly evolving customer purchase decision process.  Mark has been invited to speak at dozens of industry events, including global conferences, industry tradeshows, and distributor & association meetings.

Mark graduated with a BA in Biology from Hastings College and has earned the right to use the CFA designation.


Omarr Aleem

Senior Analyst, Cleveland Research Company

Omarr is a Senior Analyst and Partner at Cleveland Research Company covering the home improvement and new construction space. Since the Firm’s inception, he has spent the last 13 years analyzing homecenters and new construction for our equity research business, along with helping vendors win in today’s changing environment, and presenting insights at key conferences and tradeshows.

Omarr received a B.A. in business administration from Georgetown University.


Matt Leiser

Director, Home Improvement Council, Cleveland Research Company

Matt has been a Director on the Home Improvement Council at Cleveland Research Company for the last 5 years, providing actionable business intelligence on the home improvement and building products retail segment by blending together consumer insights, merchandising strategy, and supplier insights into actionable best practices. Prior to his current role, Matt spent 9 years at Target Corporation in Minneapolis, where he developed a passion for mass retail in a variety of merchandising and management roles within Apparel & Accessories, Health & Beauty, Grocery, and Home Improvement.

Matt holds a Bachelor’s Degree in Marketing from the University of Wisconsin – Madison.


Ginny Tredway

Executive Director, Advisory, Cleveland Research Company

Ginny has over 15 years of international experience working within the world of talent management and business consulting. She has partnered with businesses across the globe to support their strategic goals in the areas of talent management, organizational development, strategy, and process optimization. At CRC, Ginny leads our Advisory Services focused on creating and implementing robust programs to meet the strategic and operational needs of our clients. She works with our teams to create offerings which leverage our insights and expertize so that the projects she and her team deliver impact the business metrics which our clients care about.

Ginny earned her B.A. from the University of South Africa and her Honors and Masters of Commerce in Organizational Psychology from the University of Cape Town in South Africa.


Skylar Xie, CFA

Director, Macro Research, Cleveland Research Company

Skylar is the Director of Macro Research at Cleveland Research Company. She was one of the founders of CRC’s macro research, connecting the dots between CRC’s bottoms-up channel research and top-down economic data. 

Skylar holds a Bachelor’s Degree in Economics from Beijing Jiaotong University in Beijing, China. She also holds a Master of Science in Finance and graduated with Dean’s Academic Reward from Case Western Reserve University in Cleveland, Ohio.  Currently, Skylar is pursuing an MBA degree at Wharton Business School in Philadelphia, PA.


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Home Improvement
Dec 3, 2020
12:00 pm - 1:30 pm

Cleveland Research Company

1375 E 9th St #2700
Cleveland, OH 44114