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Product cover image for The Home Depot Inc.: A Digital Transformation for Customer Experience

The Home Depot Inc.: A Digital Transformation for Customer Experience

Jeffery Elsworth; Keith Ferguson; Ahmet Kirca; Jason Miller; Hakan Yildiz; Judith Whipple;Jeffrey Beck;Gerry McNamara

Product #:9B20M095
Supplier:Ivey
Discipline:General Management
Setting:United States, 2017
Details:Case (PDF) • 10 pages • 2020-05-06

Subjects:

Customer experienceDigital transformationSales and marketingBusiness managementManagement

Industries:

Goods, trade, and consumer services

Geography:

North AmericaUnited States
Your Price:$9.71

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Craig Menear, chief executive officer of The Home Depot Inc. (Home Depot), recognized the need to be responsive to the changing retail landscape and changes in customer preferences. Customers were increasingly expecting to shop online and in-store interchangeably; thus, a seamless experience was critical. To remain a market leader in the do-it-yourself (DIY) industry, Home Depot focused on becoming a best-in-class interconnected retailer by connecting its associates to its customers to improve the customer experience, and by connecting its stores more closely to the online experience. In 2017, Menear and his senior team were considering how to best leverage the company’s key resources in this interconnected retail environment, while also acknowledging the challenges that this environment posed.

Learning Objectives

The case can be used in undergraduate- and graduate-level courses on retailing, marketing, or supply chain management, with a focus on customer experience in a multi-channel retail world. The decisions involve all functional areas in the company (e.g., marketing, finance, supply chain management, and management) in the company’s efforts to successfully implement the interconnected retail strategy. After working through the case and assignment questions, students will be able to do the following:
  • Identify and discuss key challenges in the shift to an omni-channel strategy.
  • Consider how to leverage a brick-and-mortar store network within an omni-channel environment.
  • Identify strategies for creating a seamless customer experience within an omni-channel environment.
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Case Study: The Home Depot Inc.: A Digital Transformation for Customer Experience (English version) | Ivey Publishing