Home Depot Capabilities

For most people the perception gap between The Home Depot and Lowe's is a hairline. One is orange the other blue. Both sell hammers and tile and mulch. Preference is often driven by the distance it takes to drive to one versus the other.

But one thing The Home Depot has that Lowe's doesn't is an $11 billion investment in their digital tools that makes shopping easier. 

To highlight this cutting-edge technology, we shifted the company's strategy to let people know about digital tools like a virtual paint app, and a visual search option that helps DIYers locate products they can't even name. We highlighted delivery and their online furniture store.

And after more than a decade of the recession-influenced "More saving. More doing." we changed the tagline. We wanted people to know The Home Depot is more than a store. It's "How doers get more done."

We saw some nice results. There were 706,000 app downloads in a single season. Online sales increased 80%. And it created a shift in corporate culture. CEO Craig Menear announced, "the merchants will need to understand that this is not about selling volume product."

Here are some featured pieces that helped launch this strategic shift.