As the crisis comes to a close, what are brands to do with the tactics of their pandemic past? The Home Depot provides a blueprint on how to tap into the evolved consumer without wasting th
When the pandemic hit the U.S. last spring, the home improvement retailer introduced live streams to its marketing strategy that were actually fashioned from the format of its pre-existing in-person workshops. The live streams resulted in a new channel of customer engagement and retention, thanks especially to two Home Depot assosicates who doled out fixer-upper advice from their own garages. As such, the company went from hosting five in-store workshops per month to hosting approximately 40 live-streaming shows every month on its site. And though exact attendance figures were not released, one customer made a remark about how quickly registration fills up in one of the most recent episodes of the live stream show, Homeowner 101.
As such, The Home Depot saw sales surge as at-home Americans threw themselves into DIY improvements of all kinds. Online and app sales increased 86% in 2020 as compared to 2019 and the company now aims to expand the already popular program into a key channel for acquiring and retaining customers by bringing their associates know-how right into consumers’ homes as the pandemic comes to a close. To promote the live streams, The Home Depot turned to YouTube videos, customer emails, and its website. Going forward, it will add a physical element to the mix via updated in-store signage to spread the word in a hybrid post-pandemic strategy.
The brand, which boasts Genius status in Gartner’s Digital IQ Index: Big Box, has a history of pairing trends, like DIY-everything, with top-of-the-line digital and physical execution, like buy-online, pickup-in-store, to build out its audience. This in mind, brands shouldn’t tear up their pandemic strategy playbooks. Instead, they should dig deeper into the results of their marketing experiments and forge ahead with an even better-constructed plan that makes the most of both digital and physical tools.