Residence Depot’s cellular advertising and marketing efforts look like paying off. Crediting development to its 2019 vacation advert marketing campaign, its cellular app downloads noticed double-digit development, in line with the corporate’s This fall earnings name.
CNBC studies same-store gross sales had been up 5.2 p.c, topping Wall Road’s expectations. Residence Depot’s This fall income fell 2.7 p.c to $25.78 billion from $26.49 billion a yr earlier however exceeded analyst estimates of $25.76 billion.
In December 2019, the corporate ran a 32-second tv spot known as “It’s a Good Time to Be a Doer” displaying how prospects can use the Residence Depot app to determine unknown components, choose up bought objects in-store by way of Residence Depot lockers and benefit from the corporate’s supply providers.
Residence Depot has additionally stepped up its digital choices. Across the identical time the house enchancment retailer launched its vacation business, it added a piece on its web site detailing its cellular app’s options.
“We imagine that the entrance door of our retailer is now within the buyer’s pocket, it’s on the job website, that almost all of our buyer’s buying expertise really begins within the digital world even when it finishes within the bodily world,” Residence Depot CEO Craig Minear stated on the earnings name.
Residence Depot’s This fall efficiency displays its steady efforts to spice up experiences throughout all shopper contact factors particularly through the holidays. In 2018, Residence Depot partnered with Verizon Media for a customized digital vacation marketing campaign to advertise its choice of vacation decorations. Residence Depot grew to become the primary model to pilot Verizon’s augmented actuality (AR) advert unit and in doing so, allowed customers to visually carry to life their Christmas tree and all of its decorations from their cellphones. Customers spent a median of over two minutes interacting with the AR advert and the marketing campaign acquired a 12.5 p.c click-through price (CTR) from the advert to the Residence Depot touchdown web page.
“It’s fascinating as a result of we’re seeing that individuals are utilizing their cellular and in-app performance even after they’re inside our shops. So, even when they’re in our bodily atmosphere, they’re nonetheless utilizing our cellular app. This demonstrates the multichannel buying expertise that we’re residing in at this time. Along with letting consumers test retailer product availability by way of our website or cellular app, we’re additionally incorporating voice and visible search into our efforts,” Residence Depot senior director of selling Daybreak Erksa advised eMarketer in September 2018.
From a characteristic standpoint, Erksa added, voice and visible search are producing the best adoption.
Residence Depot introduced plans to rent 80,000 associates this spring to organize for its busiest season of the yr, Nasdaq studies.