Client: Home Depot
Project: Future customer experience
Tags: futures, innovation, leadership

Making sustainability tangible instore and online

The challenge

Explore the role of sustainability across the customer experience and as a platform for product and service innovation.

What we did

Home Depot, a $100 billion US retailer, was seeing its core Baby Boomer customers outnumbered by Millennials. To evolve and remain relevant, Home Depot asked Fortitude to imagine a future customer journey, showing how sustainability could impact the instore and online customer experience.

A customer-first sustainability framework based on;
- Customer insights
- Instore and online audits
- Executive ambition setting sessions
- Scan of current offer and innovation pipeline
Redefinition of what ‘home improvement’ meant as a category - focusing on emotional outcomes, rather than product ‘inputs’.
Mapped the connection between sustainability drivers, customer desires and product offerings, to reinvent customer experience.
Visualization of future sustainable customer experiences - instore and online - as a mechanism to engage the ExCo and get alignment on the vision.

Outcomes

A razor sharp, tangible and credible vision of the future customer experience.
Alignment between key category managers and the sustainability agenda.
Shift in the mindset of the ExCo to imagine sustainability as a value driver, embedded in the customer experience.