Today, Home Depot collects 43% of its online orders in-store and returns over 90%. The company couldn’t conduct many of its online transactions without a link back to brick-and-mortar, which is something digital competitors like Amazon will struggle to copy.
Some Home Depot stores now offer 2-to-4-hour delivery for orders placed online, even for bulky items like lumber and building materials. This service is unmatched by other home improvement retailers.
An omnichannel strategy includes the ability to pick up and return online orders from stores, as well as having them delivered directly from stores. Brick-and-mortar shops also play an important role in driving online sales. For some categories, like appliances, shopping at the store is often the first step in a journey to buying online. Customers can visit the store to view products, get advice, and do research before making a purchase online. This is something that online sellers can’t duplicate, especially with Home Depot’s extensive knowledge in the DIY market.
Home Depot has made continuous online investments that have enabled it to build a website and mobile platform that are easy to use.
A lot of information is shared with customers for each product that they purchase online. The information shared with customers can be as simple as a bullet-point description or as detailed as a specification table. Additional information includes interactive questions and answers, product comparisons, and reviews.
Although such detailed information is necessary to guide customers through the vast array of products offered by Home Depot, it can be overwhelming. Home Depot avoided this problem by using a layout that incorporates navigation tools like tabs and accordion section sections. This allows the user to quickly navigate to their areas of interest without getting overwhelmed with information.