Home Depot Looks to Online Expansion | Adweek Home Depot Looks to Online Expansion | Adweek
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Home Depot Looks to Online Expansion

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DALLAS The Home Depot is expanding its store-based home appliance business through a new online initiative that allows consumers to purchase more than 1,800 products directly from its recently enhanced Web site, the company said.

Since rolling out its new appliance showrooms in 2001, the Atlanta-based retailer has steadily increased its share of the market and today ranks third in sales. In the third quarter of 2004, the company reported that its core market share of appliances increased 40 percent over the same period a year ago.

"We are pleased that a growing number of consumers are shopping for appliances at The Home Depot," said Bill Lennie, senior vice president of merchandising and decor for the company. "Our enhanced Web site now makes it even easier for customers to investigate and buy appliances."

The Web site features enhanced search tools such as detailed product information and a new comparison accessory to help customers narrow their choices and identify key unit differences.

The categories of appliances available for online purchase include trash compactors, cooktops, dishwashers, washers, dryers, refrigerators, freezers, ranges and wall ovens. The Web site offers brands such as GE, Maytag, Hotpoint, Americana, Jenn Air and Admiral.

Appliances sold through the retailer's Web site carry the same national prices as those in the Home Depot stores, the company said. Online appliance sales are offered in the 48 contiguous states.