The merchandising organization is a crucial competitive advantage for Home Depot, delivering product innovation, assortment, and value, reinforcing its position as the product authority in home improvement. Home Depot’s online product offerings complement the stores by serving as an extended aisle. The Home Depot store typically stocks approximately 30,000 to 40,000 items annually, including national brand names and proprietary products. Home Depot offers installation services in various categories, such as flooring, cabinets and cabinet makeovers, countertops, furnaces and central air systems, and windows. These customers are typically homeowners who use Pros to complete their projects or installation. These customers build, renovate, remodel, repair, and maintain residential properties, multifamily properties, hospitality properties, and commercial facilities, including education, healthcare, government, institutional, and office buildings.ĭIFM Customers: Intersecting the DIY customers and the Pros are DIFM customers. Professional Customers (or “Pros”): These customers are primarily professional renovators/remodelers, general contractors, maintenance professionals, handymen, property managers, building service contractors, and specialty tradesmen, such as electricians, plumbers, and painters. Home Depot also offers various clinics and workshops to share this knowledge and build an emotional connection with DIY customers. Home Depot serves two primary customer groups - consumers (including both DIY and DIFM customers) and professional customers - and has developed varying approaches to meet their diverse needs:ĭIY Customers: These customers are typically homeowners who purchase products and complete their projects and installations.
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