Problem
- Expanding a retail giant’s reach into facilities maintenance. Over time Home Depot’s ease and affordability attracted a loyal following of commercial contractors. Their business strategy was expanded to serve contractors, multi-family owners, and institutional/government facility managers. But how compete with nimble local suppliers?
Solution
- Offer exclusive, scaled solutions that make business easier. Home Depot Pro wisely played where it could win: proprietary tools, technologies, and services. We devised marketing campaigns to appeal to anyone building or maintaining facilities. Trade media, social media, and PR were the weapons we used to drive enrollment in services and increase Home Depot Pro’s share of customer wallets.
Impact
- 3x rate of increase in adoption of the ProPurchase card vs. prior period
- 12% YOY growth in average account size after cross-selling efforts
