Home Depot Powers E-Commerce Efforts Amid COVID-19
After canceling its major spring promotions to avoid high levels of store traffic, Home Depot has shifted its marketing efforts to instead spotlight its e-commerce capabilities and position itself as a retailer that's "here to help" during the COVID-19 pandemic.
In a recent 30-second TV spot (see below), Home Depot communicates the multiple ways it's "here to help" digitally through:
- "Project Guides" and videos available through the mobile app and homedepot.com,
- free in-store pick up for online orders via the retailer's lockers,
- free home delivery on more than a million online SKUs,
- the Home Depot mobile app, which lets shoppers browse products by snapping an image of a similar item and provides a detailed map to a particular SKU in store.
Home page display ads on the retailer's website complement the aforementioned TV spot by plugging the retailer's free delivery service on more than million SKUs as well as image and voice search capabilities on its mobile app, order pick up lockers, and the enhanced store map available via the mobile app.
Elsewhere on homedepot.com, home page carousel ads tout the more than 2,000 digital workshops available on the retailer's site, operational changes such as extending Home Depot's in-store returns to 180 days, and the retailer's new curbside pick up service that will be offered through the end of April "in response to COVID-19." Outdoor signs at one participating Home Depot store in Champaign, IL, plugged the curbside pick up service, communicating where shoppers can park their cars and the number to call once they arrive.
In addition, Home Depot is also spotlighting "Special Buy of the Day" online-only promotions. Most recently, the retailer dangled deals on select nailers and compressors from brands including exclusive-brand Ryobi and Stanley Black & Decker's DeWalt on April 15, and up to 35% off select "garage organization" SKUs from brands including DeWalt and private label Husky on April 16. Homedepot.com home page display ads tout the deals.
Earlier this month, the retailer shared it would cancel major spring promotions, such as its annual "Spring Black Friday" sales event, along with other operational changes. However, channel rival Lowe's pushed forward with its own Spring Black Friday event.
NOTE: For more images of The Home Depot's marketing efforts and more, visit p2pi.org. Path to Purchase Institute members have access to more than 1,500 images and nearly 250 articles of marketing and merchandising activity at Home Depot, along with a full Retailer Profile outlining the chain’s operations and strategies.