With the growing recognition that approximately two-thirds of the decisions about home improvements are made by women, Home Depot has initiated what some observers call an “about-face” in its effort to appeal more effectively to female consumers, as well as compete better with its main rival, Lowe’s. This radical change in direction consists of several key initiatives.

First, Home Depot is renovating its stores. Once the aisles purposefully embraced a sort of construction site feel, with wheeled pallets and jumbled displays of nuts and bolts. But new renovations will start with better lighting and cleaner product displays. In addition, greeters at the entrance will now be posted to help people find what they need.

Second, the greeters are not the only nod to improving customer service. Devices mounted in stores will enable shoppers to check prices or find particular items, without having to seek out an employee. At the same time, Home Depot is providing more training to employees, encouraging them to provide better and more effective assistance to those shoppers who might be less familiar with hardware and home improvement projects.

Third, new product lines feature familiar names such as Martha Stewart and expand the inventory mix to include more décor and convenience items for the household. The idea is that a trip to Home Depot can be a family event, because it carries items for parents of either gender, as well as small projects for kids.

Fourth, if shoppers want to install their new purchases on their own, Home Depot offers do-it-yourself workshops in stores, as well as online video tutorials. If they want to have the product installed by professionals, Home Depot provides a list of qualified, rated subcontractors available for the work. Thus the retailer is hoping to become the source for all its customers’ home improvement needs, from the smallest project to the largest remodeling.

Discussion Question:

What is Home Depot doing to appeal more to female consumers?

 

Source: James M. Kerr, ManagementIssues.com, October 3, 2014