Home Depot’s vast assortment of building supplies shows that it, too, knows that customers savor choice. But an even more important reason for its lasting success is that it knows how to capitalize on a customer’s wish to perform a task him- or herself. Home Depot employs our second strategy to attract the searchers, showering them with advice and insight.
This paradise for those who subscribe to do-it-yourself turns modestly competent amateurs into confident renovators and barely competent fumblers into people capable of remodeling their kitchens. Home Depot’s employees don’t do the job for you. Instead, they make accessible the information, products, and people you need to complete it for yourself. You feel capable of improving your own skills, which is exactly the feeling that searchers are seeking. ..more
