SapientNitro

The Home Depot Appliance Experience

What can other companies and teams learn from the successes and failures of the way your product, service, or other experience influenced the financial prosperity of the business?: 

To deliver an intuitive and engaging, best in class digital touch point that enables both 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 ultimately drive increased sales. This digital touch point will serve both our customers and our associates. The KPIs were usage - serve the customer when the associate was not available, give the associate a sales tool to sell (associate adoption), and to close the sale in the store increasing sales by 10%.

Please explain how the economic impact of your product, service, or other experience was measured and, if possible, provide specific numbers.: 

The KPIs were usage - serve the customer when the associate was not available, give the associate a sales tool to sell (associate adoption), and to close the sale in the store increasing sales by 10%.

How did you originally establish and generate buy-in for the business value of designing and implementing your product, service, or other experience, and how did its actual performance coincide with or differ from predictions?: 

Customers interested in buying appliances at Home Depot were dropping out of the funnel due to the lack of inventory on the showroom floor. The Home Depot carries over 3000 appliances online, however, only a small fraction of those models could be found on the floor. A typical customer would spend time researching products before a planned store visit. Most customers came into the store to touch and feel the product. Most wanted to turn knobs and open doors to see how the products felt, others wanted to see them to get a feel for color, finish and size. 3 out of 10 customers who came into the showroom were leaving due to product on the showroom floor or associate availability.

How has the success of your product, service, or other experience in creating business value affected your company’s experience strategy, project/product initiatives, and other plans?: 

Bridge the gaps that The Home Depot sees today and remove the barriers shoppers feel and allow them to make multi-channel purchases. Customers want to see full size images of product. Customers want to read ratings and reviews before making a purchase decision. Sapient spent time interviewing customers and associates to gain insights and determine what the best in class experience for appliances could be. The Appliance Experience is the hub of the digital channel for The Home Depot stores. As smart-phones and other devices become the spokes of the digital eco-system, having a central hub will allow the customer to tie together the in-home and in-store experience.