Blending Physical Retail and Digital to Build Loyalty

Do your customers shop in-store, online—or a mix of both? Understanding where and how they buy is the foundation of any winning retail strategy. Just look at Home Depot. They’ve built a playbook for seamlessly serving their two customer segments—and it’s working. The brand recently landed at No. 9 on YouGov’s list of America’s most respected brands. Their consistent presence across connected TV, digital, in-store retail media, and social content keeps them front and center—wherever customers are.

1. Know Your Customer

Home Depot’s strategy starts with clear segmentation:

• Professional Contractors: Just 3% of shoppers, but 40% of revenue. They’re mobile-first (rarely use tablets or PCs), and are focused on specs, price, and inventory. Home Depot delivers with bulk discounts and real-time alerts.
• Everyday Consumers: These customers visit 4–6 times a year, often needing advice as much as products. They’re looking for how-to content, home improvement tips, and personalized support—whether they’re tackling a small fix or a major renovation.

The brand message is woven into every aspect of their business—from the “How Doers Get More Done” TV campaign to executives rolling up their sleeves on the frontlines to stay in tune with customers. Likewise, Walmart leans into localized experiences for value-driven shoppers, using TV to spotlight its expansive online selection through the “Who Knew” campaign, featuring Walter Goggins.

2. Integrating Physical Retail and Digital Experiences

Shoppers want flexibility. Over time, Home Depot expanded its omnichannel capabilities, adding layers of convenience: from buy-online-return-in-store, adding buy-online-pick-up-in-store, buy-online-and-ship-to-store, and finally buy-online-deliver to store—making pickup and returns more convenient than ever. v

They’ve even introduced augmented reality to their app so customers can see how products look at home—combining online ease with in-store confidence.

3. Building Loyalty Through Experience

Educational content like DIY videos and buying guides may not drive immediate sales—but they build trust. Customers arrive more informed, more confident, and more likely to convert. Whether online or in-store, Home Depot delivers a consistent experience.

Kroger applies a similar philosophy. The brand thrives in suburban and mid-sized markets, thanks to strong loyalty programs, a focus on fresh offerings, and private-label products that provide value without sacrificing quality. They know their shoppers well—and tailor the experience accordingly.

The Takeaway

Retail leaders like Home Depot and Kroger win by meeting customers where they are—online, in-store, or both. They know their audience, maintain awareness through consistent omnichannel advertising, and blend digital ease with in-person service to build lasting loyalty.

The path to purchase may be complex, but success comes down to one thing: know your customer and make every moment count.

Nicky de la Salle is the Vice President of Growth at DirectAvenue. With more than 20 years of experience, including a decade at a “Big 6” global agency, in performance marketing and growth strategy, she is a proven senior leader with specializations in omni-channel marketing, eCommerce and digital marketing channels. Nicky has driven the performance marketing vision for Fortune 500, Entrepreneurs and Tech-Disrupters alike both in the US and internationally. 

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