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Home Depot Gets Back To Co-Creating With Its Customers.

Is Sustainability Bad For Women? Let's Look At India. |


| The Backlash Against Innovation And Design.

February 12, 2007

Home Depot Gets Back To Co-Creating With Its Customers.

Bruce Nussbaum

Frank Blake is taking Home Depot back to its roots as provider of tools and solutions to average people and these new ads, while a little schmaltzy as they say in NY, are right on target. Yes, they are very reality TV but that's the point--they are authentic. You have real people literally building their lives with the help of Home Depot. The ads are less about home-improvement than about the self-esteem of three women.

This focus on helping consumers construct their own world is pretty far away from the vision of Blake's predecessor, Robert Nardelli, to shift to a wholesale business of selling lumber and tools to contractors. Blake's vision is bottoms up, emotional, consumer-centric, co-creative and retail with wide profit margins. Nardelli's was top-down, systems-focussed and wholesale with slim margins.

Home Depot is getting it right now.

01:27 PM


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A few ads does not translate into "co-creation". Most associates do not have the faintest idea how to build, remodel, or know the proper equipment necessary to perform most DIY projects.

Couple this with the fact that HD does not stock many accessories for power tools or the parts necessary to make even the simplest tune-ups or replacements.

I could give a squat about vision, if I need help, I would expect someone to be able to do just that. I want someone who knows more than I do and can help solve my problem.

But, I don't expect this when shopping at HD because on most counts, it doesn't exist. Often, I find others asking me for advice, which I will often give freely.

Posted by: Rob at February 12, 2007 09:08 PM

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