Using a combination of online and offline data sourced from across its organization, The Home Depot will offer product suggestions designed to help customers complete projects on which they are embarking. The retailer will enhance its customer data platform (CDP) with the Adobe Experience Platform (AEP) to create personalized campaigns that can be activated within 24 hours, dramatically shortening what had been a seven- to 10-day process.
The addition of the AEP, which employs customer journey analytics, will minimize the chances of customers receiving offers for unrelated goods in the days following a transaction, creating a more efficient marketing strategy.
“The Home Depot made early investments in providing omnichannel shopping experiences, and these digital and physical assets continue to guide our strategic priorities,” said Melanie Babcock, VP of Integrated Media at The Home Depot in a statement. “Our expanded partnership with Adobe will enable us to enhance the customer experience even further, driving personalization at scale and further optimizing The Home Depot experience across online and in-store.”
The Home Depot has demonstrated its focus on the customer journey through recent executive level appointments. In April 2022, the retailer appointed Matt Carey to the newly created role of EVP of Customer Experience. Carey has been tasked with managing the development of fresh approaches to improving the omnichannel customer experience across all facets of business. The retailer also appointed Fahim Siddiqui as EVP and CIO, roles that include managing technology strategy to improve the customer experience.