Dive Brief:
- Home Depot is focusing on the needs of professional contractors, or pro customers, in its latest improvements to the shopping experience, executives said on a Q1 2024 earnings call last week.
- The company aims to improve experiences online through new fulfillment options, and in-store, with sales staff dedicated to assisting pros, according to President and CEO Ted Decker.
- Home Depot will also begin delivering orders and accepting returns directly from job sites later this year, “which will be a game changer for the pro shopping experience,” said Ann-Marie Campbell, senior executive vice president of U.S. stores and operations.
Dive Insight:
Home Depot’s strategy to focus its CX efforts on pro customers, who historically spend more than DIY consumers, helped the retailer pull ahead of rivals in terms of sales.
This strategy doesn’t come at the expense of the everyday shopper’s experience — many improvements assist DIY customers as well as pros, executives said on the call.
“We know that delivering the best shopping experience for any purchase occasion is critical to our success,” Campbell said.
Job site returns are primarily aimed at improving the pro experience but will benefit overall customer satisfaction, according to Campbell. Bulky returns from a job site will go directly back to the fulfillment center, rather than back into a store, freeing up associates to spend more time with customers in store.
The retailer also rolled out a search engine that combines keywords with data on customer behavior and intent to offer more personalized results, according to Billy Bastek, EVP of merchandising. Customers have access to enhanced filters to narrow down search results.
To maintain the quality standards of its products, Home Depot is using AI-powered cameras to monitor shelves, according to Bastek.
“Maintaining high-quality, damage-free product is a key component of delivery on the customer experience,” Bastek said on the call.
