CHALLENGE
To deliver an intuitive, engaging, best-in-class digital touch point that enables customers and associates to shop the complete appliance assortment in the store environment.
Create an in-store digital experience and fixture design for The Home Depot appliance section that will enhance the shopping experience and drive increased sales.
THE HOME DEPOT IN-STORE APPLIANCE EXPERIENCE
The Appliance Experience (AEX) extends the aisles and allows users to experience over 2000 appliances The Home Depot sells.
As smartphones have become the spoke of the digital journey, the Appliance Experience will be the hub of the digital ecosystem for The Home Depot stores. This central hub will allow customers to combine the in-home and in-store experience.
Owning the customer through the entire journey from research to purchase and providing a tool to make the experience seamless and frictionless will lead to increased conversions and continued brand loyalty.
Design Artifacts
To enable a truly connected retail experience for customers and associates, The Home Depot produced a best-in-class digital ecosystem that used multiple channels and enhanced customer relationship management. The company defined its strategy, vision, and guiding principles, including the experience needed for the kiosk to behave like a consumer tablet so customers could quickly understand how to engage with it.
The resulting in-store digital platform seamlessly connected the customer to digital experiences for each unique product category throughout the physical Home Depot store and virtual storefronts. As Home Depot is the fourth largest retailer in the world, with more than 2,000 stores and $75 billion in annual sales, the project first focused on the category of major appliances with the Appliance Finder Experience.
Our research process was comprehensive, involving meetings with key stakeholders, conducting in-depth interviews with both associates and customers, and dedicating numerous hours to studying appliance shopping behaviors. The results of this thorough research were remarkably consistent: both customer and associate groups expressed a need for a tool to streamline the appliance buying process.
Awards:
