Deep Dive Into Sailthru’s Retail Personalization Index Top 10: The Home Depot
By Mike O'Brien | September 17, 2019
“The size of a football field” is a common descriptor, an easy way to quantify a massive space. At 128,000 square feet between the warehouse and outdoor garden area, the average Home Depot store is even larger than two football fields. Luckily for shoppers, The Home Depot geofences its stores, making them far easier to navigate than they could be.
As part of The Home Depot’s personalization strategy, in-store app users can access aisle locator features and store maps easily, complete with products as GPS dots. They can also scan products’ barcodes to learn more, visualize products in their own homes with augmented reality, use voice and image search, and access their account and loyalty information. If mobile connects on- and offline shopping, it makes sense that The Home Depot has a top-notch app… and that the retailer placed fourth in this year’s Retail Personalization Index.
After all, the brand’s five-year plan is to create a “one-store” customer experience, bridging the gap between brick and click. The Home Depot is the country’s fifth-largest online retailer — Amazon, eBay, Walmart and Apple are the other four — and nearly half the brand’s online orders are picked up in-store.
“One store” sounds ambitious, given The Home Depot has 2,286 brick-and-mortar locations throughout North America. And the nearest one dictates your ecommerce experience. The Home Depot’s website is personalized and localized, meaning featured products reflect your activity, as well as nearby inventory. In addition, the homepage calls out local events, such as in-store workshops teaching shoppers how to stain wood or install a light fixture.
Customers can learn those things online, too, thanks to The Home Depot’s comprehensive online content. Articles and videos can be filtered by interest and experience level, and the blog even boasts a “just for you” filter, which learns people’s interests in order to recommend relevant content — all of which is shoppable, of course.
The Home Depot’s commitment to personalization seems to be paying off. With revenue at $30.8 billion, the company’s net sales are up 1.2% while same-store sales growth is up 3% this year. What’s more, The Home Depot had the strongest rebound in the Retail Personalization Index, coming in fourth place after not ranking last year.
2020 Holiday Marketing Playbook
With all that has happened this year, we expect to see a holiday season unlike any other. That said, the time to start testing and building out email and CRM strategies is now. Along with our Retail Advisor, former JustFab VP Monica Deretich, Sailthru has developed this playbook to help retailers crush Q4 and beyond.
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