While the company has had to do a number of things to stay on top of its game, one of the biggest secrets to its success in recent years has been its ability to attract the “Pro” customer.
PROclaiming this customer’s importance
Home Depot’s professional customers, in comparison to DIY customers, will generally make many more purchases with a far higher average ticket size. In the company’s presentation at the Oppenheimer Consumer Conference this past June, Edward Decker, Home Depot’s Executive Vice President of Merchandising, stated that the Pro customer penetrated about 40% of the company’s overall sales.
