Dive Brief:
- Home Depot named Jordan Broggi EVP of customer experience and president of online, according to a Thursday announcement. Beginning June 3, Broggi will lead the design and development of customer experiences across the store as well as online and mobile channels.
- Broggi, who has been with Home Depot for 11 years, was most recently SVP and president of online. His new role also includes responsibility for the company’s digital operations and merchandising strategy.
- The current EVP of customer experience, Matt Carey, will retire from Home Depot at the end of the year. He will continue to serve as an EVP in an advisory capacity until his retirement.
Dive Insight:
Broggi will take charge of Home Depot’s CX efforts in the midst of a push to court professional contractors, whom the retailer sees as its largest sales growth opportunity.
Home Depot’s latest CX initiatives include dedicating some employees to assisting pros and plans to deliver orders and accept returns directly from job sites, executives said on a Q1 2024 earnings call earlier this month.
However, the home improvement store isn’t forgetting everyday DIY customers. The retailer rolled out an improved search engine designed to offer more personalized results by incorporating customer intent and is using AI-powered cameras to monitor shelves for defective products.
Rival Lowe’s is also focusing on customer experience improvements to win over customers. Its ongoing store renovation project, which includes improved buy online, pickup in-store options and a revamped loyalty program, boosted customer satisfaction year over year, executives said on a Q1 2024 earnings call last week.
