Online Visual Merchandising
HomeDepot.com
Mobile Example
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As the customer journey becomes more complex, it becomes more important to focus on the Mobile Experience. With mobile's share of total web revenue growing 27.8% year over year and mobile traffic accounting for up to 50% of major retailer's sales, this area cannot be overlooked. (data source: internetretailer.com).
Over 28 Bath & Plumbing mobile pages and key search terms were evaluated for improvements. Original mobile pages were long product lists with hard-to-find and hard-to-apply filters, making it impossible for a customer to easily find what they were looking for. In the case of Thermostats, customers navigated or searched to get to a long list of 162 products. Instead of forcing customers to use filters or scroll and swipe page after page, I updated the experience by placing a level of thermostat refinements in lieu of the product list, significantly streamlining the path to purchase. Results:
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Desktop/Landing Page Example
Before & After |
Part of the tablet and desktop experience included the use of landing pages for key sales categories. Landing pages were monitored for exit rate, bounce rate, time spent of page, internal search terms, next page clicks, Foresee customer feedback and conversion.
During a deep dive, I formulated ideas based on customer behavior to get the customer into the shopping funnel faster and easier. As such, I rearranged the design of the page so the most clicked style items were arranged above the fold. Additionally I added scene photos for the various styles and line lists of the refinements that customers were using the most. Results:
Page strategy is determined after evaluating the data and hosting a discussion with all partners (taxonomy, digital content, SEO and merchants). This is a heat map example that was pulled 7 days after the page was refreshed to reflect the new strategy which was to add more categories, style choices, and line lists for sizes.
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Regional Marketing Project Manager
Southern Division, The Home Depot
Market Battle Plans
Developing and executing incremental marketing strategies was the core focus of the Regional Marketing role. I supported over 750 stores with whatever need they may have (grand openings, specialty flyers, radio remotes, community support) but 2-3 markets were selected each year for additional marketing efforts. Research included quantitative and qualitative with many insights coming from the local regional offices, voice of customer surveys and focus groups on core DIY and Pro customers. Plans were developed and then presented to the Regional VPs and District Managers for approval and support. I partnered with teams in media and broadcast to determine best mix to support market needs. |
National Production Supervisor, Mass Print
In this role, I was primarily responsible for the production schedule of weekly ROPs, Tabs & Standards for the Home Depot and Expo Design Centers. This involved multiple tracking calendars, coordination with the Ad Coordinators, Artists and Merchants.
In addition to the weekly newspaper ads and inserts, there were additional projects that I supervised and produced.
In addition to the weekly newspaper ads and inserts, there were additional projects that I supervised and produced.
Hurricane Preparedness GuideOther projects included the annual production of the Hurricane Preparedness guide. 7 million copies were printed and distributed amongst the Home Depot stores. I managed the production, page layout, page content, copywriting and printing. This piece was designed by a freelance artist that I provided copy and content direction to.
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Buyer's Guides, Specialty Catalogs & PostcardsAdditional projects included multiple buyer's guides that were distributed to Home Depot stores, Postcards that were sent to our Pro mailing list and specialty catalogs like the Expo Design Center spring catalog.
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