Home Depot is the 6th largest ecommerce website in the world. It sells over 1 million products and nets over $108 billion every year.
With the roar of ecommerce continually expanding, Home Depot knew that it had to create a unified customer experience – both online as well as in-store.
“We wouldn’t be The Home Depot if we didn’t embrace change,” according to Jose, Home Depot’s director of online creative. “It’s in our DNA.”
To embrace this change, it had to expand its toolbox. “This is a company that constantly tried to change and innovate,” said Jose. Now, it has a creative team that uses a range of Adobe products including Adobe Audience, Analytics, and Adobe Experience Manager (AEM).
AEM is the leading digital experience platform (DXP) that is trusted by many of the leading brands with their digital content. Adobe is used “for our homepage, for our category pages, and for our email team,” said Jose.
And the results have been great. It has streamlined processes of feedback and asset approval. “Our customers are smart, savvy shoppers,” said Home Depot senior manager Matthew. “With an interconnected experience, we’re able to cascade messages, design standards, ideas, and promotions big and small, to all our customers – whether they shop online or in our stores… Testing previously took weeks, but with the help of platforms such as Adobe, we can quickly mock things up, get quantitative data, and prove that it works.”
With Adobe, they managed to unify all of their customer data in a single place to better understand each of their customers. “Instead of separating metrics from online and offline channels,” added the director of online analytics Ranjeet. “We focus our attention on capturing everything including website activity, in-store sales, call center volume, return volume, order cancelations, and much more, thus enabling us to make the best decisions to improve the shopper experience across all touchpoints.”
Using better customer insight, Home Depot is able to test offers fast, test promotions, and try out web designs to continually improve their online experiences. And this strengthening of the digital really paid off. They tally up $8.6 billion in ecommerce sales, with around 50% of ecommerce being fulfilled in store.
Then Home Depot continued towards tackling mobile. Using AEM they developed a mobile app so that customers can browse and make lists on the app. And when customers head into a store, their mobile app can direct them towards the right aisle they need to find. And expanding on this, customers can read reviews of products, watch tutorial videos, and get more info about a product.
The development of the app was founded on the feedback of customers, which enabled them to build in specific features. Customers can take photos of broken parts and their AI capabilities search for the right product that matches it. And they can use virtual reality to see how a product would look in a customer’s home.