Home Depot Case Study

Driving Category Growth and Shopper Engagement at The Home Depot

Client Profile

The Home Depot, a leading home improvement retailer with a national footprint and multibillion-dollar category portfolios.

Challenge

The client needed to integrate merchandising and marketing programs to better align with shopper journeys across digital and in-store channels. Category leaders sought improved visibility into performance drivers, more efficient media investment, and scalable programs that could deliver both top-line sales growth and long-term customer value.

Approach

  • Partnered with merchandising and marketing leaders to align on category sales KPIs (revenue, margin, traffic, and attachment rate).

  • Designed integrated retail programs connecting digital campaigns with in-store merchandising and promotions.

  • Implemented analytics frameworks to measure category-level performance and identify growth levers.

  • Optimized paid media and retail services, ensuring spend was directed toward high-performing audiences and product lines.

  • Established governance and reporting to track ROI, enable faster decision-making, and guide reinvestment.

Execution

  • Managed cross-functional merchandising and marketing programs within The Home Depot portfolio, representing $5B+ in category sales.

  • Activated digital campaigns (search, social, display) aligned with merchandising calendars and seasonal events.

  • Deployed personalization and promotions to drive higher conversion and basket size across key categories.

  • Scaled agency retail services by 30%+, creating efficiencies in planning, creative production, and media execution.

  • Provided executive dashboards to track sales impact, promotional ROI, and shopper engagement.

Results

  • Supported $5B+ category sales through coordinated merchandising and marketing execution.

  • Delivered $800K incremental YoY growth by surfacing and scaling high-return opportunities.

  • Improved media efficiency and test velocity, reallocating spend to the highest-performing audiences and promotions.

  • Built a repeatable retail services model, enabling continued category growth and operational scalability.

Lessons Learned

  • Close alignment between merchandising and marketing maximizes category growth opportunities.

  • Analytics-driven decision-making ensures resources flow toward high-performing channels and product lines.

  • Scalable retail services reduce inefficiencies and create a foundation for sustained growth.

Scroll to Top