Retailer will roll out Interline Brands’ product catalog in all its U.S. stores.
In an earnings call with stock analysts to discuss Q4 results, Home Depot executives expect Interline to be key to increasing Big Orange’s business with the pro customer.
“On the growth assumption, we are assuming that Interline will grow faster than the company average in 2017, which was true in the fourth quarter as well,” said Carol B. Tome, chief financial officer.
Following a successful test run, Home Depot will roll out Interline Brands’ product catalog in all its U.S. stores.
Craig A. Menear, CEO and president, added that Interline represents a $50 billion market opportunity across multi-family, hospitality and institutional markets.
“ … we own about 5 percent, give or take, of that market,” Menear explained. “So it’s a significant opportunity for us to continue our share of wallet with our Pro customer.”
Throughout this year, Menear added that the focus will be on allowing Interline customers to use their accounts to either purchase product at Home Depot or the store’s online site.
In related news, the company also discussed its “interconnected” approach to improve any customer’s ability to make purchases either in the store or online.
The company completed a substantial redesign of the its website with enhanced features for getter search and faster checkout, upgraded its mobile app and introduced a time of arrival feature to provide a faster and more accurate delivery date based on location.
“We measure the success of these changes by the increased traffic and conversion rates that we have seen across our interconnected platforms, as well as improved customer service scores,” Menear added. “For the year, our online business grew over 19 percent versus the prior year, and now represents 5.9 percent of our total sales.”