The Home Depot believes in a data-driven model to find customer insights, so they unified all their customer data into a single customer profile. Ranjeet Bhosale, director of online analytics and business intelligence, explained the process.
“Instead of separating metrics from online and off-line channels, we focus our attention on capturing everything including website activity, in-store sales, call centre volume, return volume, order cancelations and much more, thus enabling us to make the best decisions to improve the shopper experience across all touchpoints.” Now The Home Depot can see a 360-degree profile of their customers.
With all this data working together, The Home Depot needed a way to get it in front of the customer. So they prototyped and created a revolutionary new solution that takes advantage of something every customer already has—a mobile phone.
Now, customers can input their lists into The Home Depot app. Once they reach the shop, the app directs them to the right aisle and bin number to find the right kitchen tap, sledgehammer or a tube of liquid nails. From the same screen, customers can read reviews, follow how-to videos and get product details. “The app helps us to generate sales while engaging with our customers,” says Susan.
The Home Depot’s business intelligence team uses Adobe Analytics and Adobe Audience Manager to unify the various groups of data into a singular customer profile, so they can target homeowners looking for the perfect kitchen tap or a paint contractor who purchases in bulk. Having all this data all in one place, including behavioural and real-time information, means they can crunch the numbers to find instant insights and improve the customer experience. “People are shocked how many decisions we make with data,” says Matthew. “Testing previously took weeks, but now, we can quickly mock things up, get quantitative data and prove that it works.”
The Home Depot can quickly test offers, promotions and web designs to constantly improve online experiences. All these efforts combine to get information to customers faster, which means they’re finding stuff quicker and not getting lost during the journey.
And it’s working. Today, $8.6 billion in sales are attributed to online orders. And about half of those orders are being fulfilled in store.