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Home Depot is moving into the interior design business, but its desire to sell products such as textiles and furniture is not just about becoming an online one-stop shop for customers.
The company must also deal with its crucial pro market. So, how does the home improvement giant develop strategies around a segment of buyers keen to run a business, rather than just finding the perfect quilt for their living room?
After all, a home improvement professional could very well be responsible for organizing the home. That being said, they will probably not choose styles based solely on their personal tastes.
According to Senior Vice President of Commerce Ted Decker and Senior Vice President Jeanine Huebner, the solution is to focus on the customers rather than the professionals themselves.
Read more: Home Depot executives reveal why the retailer is doing double in home decorating, explains how he built billion-dollar brands and how he's cheated on Generation Y
"In all of our history, when we look at the categories in which we play – in the decor, the paintings, the rugs and all other categories – the client" she "makes most decisions, even if it is "Use them to help with renovation," said Huebner. "If they use the pro, whether to install or paint, we really focus on" it "to help it convert with the sale."
Huebner said that Home Depot also had a program known as a professional reference "that allows people to buy certain items" and often "ask someone to contact them to complete the job. ".
Fundamentally, the company is less reflective of what the average home improvement professional might want, than what customers hiring these professionals might have in mind.
The end result is that Home Depot seeks to help professionals and their customers get the products they want more easily.
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