The Home Depot

Planning Personalized Experiences

Enhancing store equity through digital in-store experiences


Digital Products & Services

Depot In-Store Digital Customer Experience

Customer Insights, Mobile, Service Design, Concepting, Journey Mapping

The Ask

Better leverage the power of brick-and-mortar stores as consumer destinations

Home improvement leader, The Home Depot, felt the value of the in-store experience could be better leveraged in the eyes of consumers.

Leadership challenged Macquarium to blur the lines between physical and digital.

The Solution

Build exciting digital experiences that enable in-store customer self-service

Macquarium blurred digital and physical experiences through the creative integration of emerging technologies, smart merchandising, environmental design, and display, painting a bright new future for customer engagement and loyalty.

We canvased company leadership to understand goals then went on “Service Safaris” in several stores to understand and experience both employee and customer perspectives. We subsequently proposed a uniquely powerful set of digital products with both at-home and in-store capabilities.

A new mobile app stores customer purchase and preference histories, keeps improvement projects and shopping lists, helps with in-store wayfinding and product location, and also provides an intuitive digital endless aisle feature. The app further personalizes shopping with real-time shopping offers, and anywhere mobile checkout. Plus, emerging technology captures real-time physical and digital analytics for predictive personalization. Using the app or a series of in-store kiosks, the complete digital catalog comes into the aisles, allowing customers to find anything, anywhere.

Our solution also primed face-to-face customer service by enhancing collaboration with store experts, using customer information from the app shared on multi-touch interactive tables to co-design and plan with customers.

The mobile-friendly design tools allow customers to store their plans for later home use or plan at home and bring plans in for advice. Additional capabilities include getting help and advice in the app or using it to find help in the store, providing mobile access to associates, experts, and enhanced product information.

Over 70% of customers are seeking self-service features

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The Macquarium Building
1800 Peachtree St. NW, Suite 250
Atlanta, GA 30309

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