29
E-tailing Deeper Penetration Implications,
Strategies and Comparative Analysis
Brick-and-mortar home improvement retailers are expanding their offer to play a bigger
role in the full project journey Source: Expert interviews, press search
Home improvement retailers primarily play in only a small sliver of the typical journey for home improvement projects
This small piece of the project journey tends to be one of the least pleasant moments in process
To extend and strengthen relationships with customer, U.S. home improvement retailers are pushing to integrate forward and backward in chain
Purchase
materials
Design Install/
Assemble
Research Enjoy/
Enhance
Initial idea
Maintain
Where home
improvement
chains
primarily play
Masco
Home Depot case study
Since 2009, Home Depot, the largest U.S. home improvement retailer, has invested heavily to build their
omni-channel and digital capabilities. Source: Company website, Press search
1
Competitors include department stores and apparel/accessories retailers.
Online sales

Online sales
penetration


2009
2010
2011
2012
2015 2013
2014 2016
Beyond 2016


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