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Physical Layout, Use of Space, Traffic patters & Lighting

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Physical Layout, Use of Space, Traffic patters & Lighting

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Home Depot's layout allows for an easy flow of traffic with their entrance an exits typically being on different sides of the store and checkout being near the exit. Sieders et al. (2005) found that convenience in navigation directly impacts customer satisfaction and repeat visits. The aisles are each marked with a number and list the items on the aisle for convenience, the lettering is large, bright, and easy to read which makes the shopping experience easy and quick.

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Presentation and Selection of Merchandise

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Presentation and Selection of Merchandise

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Customers can interact with products, find building materials, move, gardening, and many other things at The Home Depot. Merchandise presentation at Home Depot is strategic and shows the store's attention to detail of what consumers of each store are buying more of. The interactive displays for kitchen/ home appliances, accessories, and structures also provide an organized comparison of displays (Scheibehenne, Greifeneder, & Todd, 2010). The store also has sections that highlight new items, holidays, and sale items.

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The Home Depot staff does a great job of displaying customer relationship management (Peelen, van Montfort, Beltman, & Klerkx, 2009). The employees always show their knowledge in their department when asked questions and give great advice on the best products to choose from. The store also has a dedicated counter for professional and commercial clients, employees are always ready to help and inform. I interacted with two employees and they were kind, and warm and made casual conversation while checking me out and walking me to the area where I needed to pick up my item.

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Home Depot has a credit card and pro loyalty program that offers frequent shoppers perks, rewards, and financing options for their purchases. The store also has a great purchase history tracking system that allows customers to enter their cards to look up past purchases if their receipt happens to be missing (Peelen, van Montfort, Beltman, & Klerkx, 2009). These things can enhance the customer experience and allow for constant engagement with customers for the employees.

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The overall shopping experience at Home Depot shows the store's commitment to a positive customer experience, educated staff and customers, and availability of a diverse set of products for home improvement and upkeep. I had a positive experience from entering to leaving, employees were kind, and my items were easy to find after talking with an employee to save time. During the checkout process, many registers were open and available creating an easy and quick checkout.

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Scheibehenne, B., Greifeneder, R., & Todd, P. M. (2010). Can there ever be too many options? A meta-analytic review of choice overload. Journal of Consumer Research, 37(3), 409-425. doi: 10.1086/651235

Seiders, K. Voss, G. B., Grewal, D. & Godfrey, A. L. (2005). Do satisfied customers buy more? Examining moderating influences in a retailing context. Journal of Marketing, 69, 26-43.

Peelen, E., van Montfort, K., Beltman, R., & Klerkx, A. (2009). An empirical study into the foundations of CRM success. Journal of Strategic Marketing, 17(6), 453-471. doi: 10.1080/09652540903371695