In 2016, the Home Depot delivered an estimated $90 billion in annual revenue—and it did it without opening a new U.S. big-box store in the past three years.
“Our economic engine used to be driven by new square footage,” admits CFO Carol Tomé. Her orange-aproned crew shifted away from that model by integrating digital and in-store shopping, paying particular attention to products that tend to be unfriendly for e-commerce.
Customers who crave in-person advice can now order via the website but pick up at a retail location, or select items in-store and buy online from smartphone-wielding sales associates. “We had to invest in the experience that our customers wanted,” Tomé says.