Activation Commerciale

(Author : Dan Berthiaume)
The Home Depot Inc. specializes in letting customers do it themselves, and is now extending that philosophy across all channels.


“We want to provide interconnected retail, and mobile is one area where we are leaning,” Matt Jones, general manager of mobile for Home Depot, said in an interview with Chain Store Age. “We want to help customers solve their problems in a couple of ways.” According to Jones, today’s consumers are leveraging mobile devices to aid multiple parts of their shopping experience.

Consumers want to do a lot of mobile research,” said Jones. “Whether they’re using our app or are on a mobile browser they want information and inspiration, as well as something more basic like the hours of their local stores. We want to make the pre-shopping experience as informative and interactive as it can be.” Once customers reach a store, Jones said they continue to use their mobile device as an “in-store companion” to aid in finding the right section of the store or correct materials or tools for the job they have planned. To this end, Home Depot’s app offers features such as access to real-time inventory and 3-D store maps. In addition, customers can search for items by image as well as by precise text and voice queries.  “You can take a picture of a product and upload it to find related products,” said Jones.

One of the most interesting mobile tools Home Depot now offers customers is an augmented reality (AR) feature that lets them visualize how items might look in their home.

“Using their phone’s camera in the app, customers can visualize a product in their own space, such as the patio or a kitchen,” said Jones. “The app allows them to overlay a product image on whatever is in the camera’s view.”
With 50% of the retailer’s digital traffic coming from mobile devices, Home Depot is constantly looking to improve and enhance its mobile offerings. For example, the retailer is also currently piloting the use of beacons to assist mobile wayfinding in stores. However, mobile is not the only emerging digital technology Home Depot using to better connect with customers throughout their shopping journey. The retailer also actively engages customers via social media.

“Customers turn to social media for do-it-yourself information and product inspiration,” said Jones. “Social media is a great way to drive intent, inspiration and project confidence.” Ultimately, Jones said Home Depot tailors all of its connected retailing offerings to the needs and wants of its shoppers.

“We are laser-focused on the customer,” concluded Jones. “Everything we do is backed by data and research. We talk live to our shoppers across channels.”

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(Author : Lauren Johnson)
Home Depot is making a bid to win over college football fans with a new mobile gaming application that lets consumers challenge their friends and family in games for a chance to win prizes.



The home improvement retailer is launching the app as part of its sponsorship for ESPN’s College Gameday. In addition to the gaming element, Home Depot’s mobile app also links back to the retailer’s Web site to let consumers learn how to build their own version of a cornhole game and shop for products. “Brands of all kinds are trying to find ways to engage consumers,” said Tom Denari, president and principal of Young & Laramore, Indianapolis, IN. “Mobile apps either need to be very useful or extremely fun, if not addicting to play,” he said. “A branded mobile game, if designed to be a genuinely fun experience, can be an effective means for a retailer to stay in the forefront of a consumer’s attention.”

Game on mobile
Home Depot’s Corso’s Cornhole Challenge app is available for free download on iPhone and Android devices. To use the app, consumers have to create an account that is linked to a Facebook profile. Players can challenge the hosts from ESPN’s College Gameday, which include Lee Corso, Chris Fowler, Desmond Howard and Kirk Herbstreit. Once a game has been created, consumers toss virtual bean bags at a cornhole board. The bags are branded with Home Depot’s logo, and there are also bean bags that display the logos from other brands that sponsor ESPN’s College Gameday, such as Coca-Cola Zero and Kingsford Charcoal. The goal of the game is to reach 21 points, and consumers who do so can win weekly prizes.

Additionally, a grand prize winner will be chosen from the top 25 players in the overall leaderboard to receive a trip to a post-season College GameDay VIP trip. The package includes travel expenses, two tickets to a playoff game in Pasadena, CA and passes to a pre-game tailgate party. The grand prize winner will also have the chance to play a game of flag football against the GameDay team. To promote the app, Home Depot is running expandable and banner ads within ESPN’s mobile site.

Mobile construction
In addition to the new gaming app, Home Depot also has a commerce-enabled app for iOS, Android and Windows Phone devices. Last year, Home Depot rolled out a new mobile site, app features and leveraged various forms of mobile advertising that resulted in mobile conversions doubling between 2011 and 2012. The brand has also experimented with location-based mobile advertising to offer consumers relevant content and offers. Mobile gaming has not completely caught on with retailers yet, but Home Depot is proving with this app that the marketing tactic is of interest to the company to build up its mobile presence and ultimately drive sales. “If it’s not a game that someone would want to play over and over, the consumer will simply reject it as another marketing ploy for their attention,” Mr. Denari said.

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(Auteur : itrmobiles)
En dépit de la crise et du serrage de ceinture général, la croissance des ventes des “champions” de la distribution (Wal-Mart, Carrefour, Tesco, Metro, etc.) a malgré tout dépassé les 5%. 


En 2011, les 250 plus grands groupes de distribution étaient présents dans 9 pays en moyenne (contre 5 en 2000) et ont réalisé 23,8% de leur activité à l’étranger (contre 13% en 2000). L’internationalisation se poursuit donc aussi pour ces ténors de la distribution que ce sont     Wal-Mart, Carrefour, Tesco, Aldi, Walgreen, The Kroger, The Home Depot et consorts). Et ceux-ci visent désormais plus particulièrement les marchés émergents (Afrique/Moyen-Orient, Amérique Latine, Asie-Pacifique) qui affichent une forte croissance grâce à l’essor des classes moyennes, à des populations jeunes et plus urbaines. “Pour bon nombre des principaux distributeurs du monde, l’expansion mondiale reste le moteur des opportunités de croissance, en tentant ainsi de compenser la faible croissance ou la stagnation des marchés domestiques” souligne Stéphane Rimbeuf, Associé responsable de l’industrie du Consumer Business pour Deloitte en France. Wal-Mart par exemple, premier distributeur mondial, a racheté le sud-africain Massmart. Les acquisitions et la croissance organique sont évidemment les stratégies privilégiées pour assurer cette croissance, mais il y a aussi le franchisage et les concessions de licences, notamment en Afrique/Moyen Orient.

Investir et s’adapter aux modes de consommation locaux
En 2011, il est à noter que les distributeurs américains sont un peu sortis de chez eux. Certains se sont, en effet, prudemment déployés au Canada, au Mexique ou à Porto Rico. Reste que seuls 15 % du chiffre d’affaires des distributeurs nord-américains ont été réalisés à l’étranger, loin derrière les 38,2% réalisés par les européens. Cela dit, quelle que soit la stratégie de développement à l’international choisie, les distributeurs devront consentir un investissement important, capitaliser sur leurs avantages concurrentiels, s’adapter aux goûts et aux modes de consommation des consommateurs locaux, nouer de fortes relations avec des partenaires locaux, et attirer et retenir des talents locaux.

Une forte poussée des marchés émergents
Deloitte signale que les 50 premières sociétés de son palmarès affichent un taux de croissance annuel de près de 20% en 2011 et sont essentiellement issues des marchés émergents. “Sur les grands marchés émergents tels que la Chine, on estime qu’au moins 70 millions de nouveaux consommateurs viendront s’ajouter chaque année à la classe moyenne mondiale, soit 500 millions nouveaux consommateurs d’ici 2020, ajoute Stéphane Rimbeuf. C’est une énorme opportunité de croissance pour les distributeurs“.

Réinventer l’acte d’achat et optimiser sa stratégie 

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(Author : Rimma Kats)
Home Depot is marrying mobile advertising and location-based technology to offer consumers relevant content, as well as increase in-store foot traffic.


The company is running its new mobile advertising campaign within The Weather Channel’s iPhone application. Home Depot has used mobile advertising in the past to bolster brand awareness and engagement.

“By adding store location functionality to the ad unit, the brand expertly displays their understanding and appreciation of the unique contextual requirements of an audience made up of a sizable percentage of likely moving targets,” said Scott Forshay, mobile and emerging technologies strategist at Acquity Group.

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Walmart, Target ou Home Depot permettent à leurs clients d’accéder aux plans du magasin ou de localiser certains produits.

Aider les clients à bien se repérer dans les « big box », les hypermarchés et grandes surfaces. Outre-atlantique, la tendance est nette et cela prend la forme d’une application mobile, avec des variantes.

Chez Walmart ou Home Depot (le n°1 du bricolage), l’appli indique jusqu’à l’emplacement exact des produits recherchés par le client. Chez Target (alimentaire) ou Walgreen (pharmacie), l’appli délivre un plan du magasin, pour se repérer.

Selon des spécialistes, cités par la presse américaine, les « big box » perdraient jusqu’à 20% des ventes, les clients se décourageant de trouver les produits recherchés. De nombreuses start up se sont spécialisées sur ce créneau et proposent leurs solutions clés en main aux distributeurs.

Source : lsa-conso