The document provides background information on The Home Depot, including: - It was founded in 1978 and has grown to over 2,200 store locations. - Its main target market was previously "Baby Boomers" but it now aims to target Millennials aged 18-36. - Millennials value expertise, transparency, social causes, and customizing their homes. They are also heavy users of technology. - To attract Millennial customers, The Home Depot's campaign will focus on enhancing its relevance to this generation through promotional and PR strategies.

1. THE HOME DEPOT®
IMC CAMPAIGN
Isabel Faria - October 5, 2016
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2. Table of Contents
THE HOME DEPOT® 1
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Table of Contents
Executive Summary
Backgrounder
SWOT Analysis
Target Consumer Definition
Marketing Campaign Objectives and Strategies
Points-of-Parity
Creative Brief
Conclusion
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3. Executive Summary
As the world’s largest home improvement retailer, The Home Depot is the place to go
for home improvement needs. The company caters to "do-it-yourselfers" who are looking to
transform their spaces into personalized and unique homes. Its IMC campaign “Inspired by
love, Made by You” aims to enhance The Home Depot’s relevance to Millennials to foster a
meaningful relationship that will earn this generation's loyalty, just as was done with the
"Baby Boomer" generation.
The Home Depot Locations
OVERVIEW
In 1978, Bernie Marcus and Arthur Blank created The Home Depot as a home
improvement store where customers could find everything they needed in one place, for a
low price. The company's consistent goal of treating customers and sales associates as
priorities in its mission and values statement, along with the philosophy of “whatever it
takes,” has resulted in this “box retailer” becoming the leader in the home improvement
business. Since its inception, The Home Depot has enjoyed financial prosperity, facilitating
expansion from two Atlanta stores to 2,200 store locations in the United States, Mexico, and
Canada.
With the projected growth of the online retail business, the home improvement chain
has been working to expand its online footprint. By improving its website and creating a
presence on the most popular social media platforms such as Facebook, Twitter, Instagram
and YouTube, The Home Depot is responding to customers who prefer to shop anytime,
anywhere. Also, by purchasing various e-commerce sites, The Home Depot is offering
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4. flexibility and convenience: products can be ordered online, then picked up or returned to the
closest store.
MARKETING AUDIENCE
With the "Baby Boomer" generation turning from "do-it-yourselfer" to "do-it-for-me"
customers, The Home Depot is looking to adapt to the wants and needs of the next
generation of homeowners. The company is looking to gain a strong foothold with
Millennials, targeting 18 to 36-year-olds at its POME (Point of Market Entry) specifically in
the United States. The caveat is that this generation is amateurish and not in the habit of
building projects from scratch. These visual learners are willing to tackle projects with
confidence.
Leadership and expertise are qualities they appreciate. They are interested in brands
that associate themselves with charitable causes and that are socially responsible. As a
supporter of many and diverse causes, this positions The Home Depot favorably with this
generation.
Based on primary and secondary research, The Home Depot will accurately define and
reflect the market trends and target this audience (many of whom have financial
commitments such as school loans) through various promotional and public relations
strategies and tactics.
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5. Backgrounder
HISTORY
When Bernie Marcus and Arthur Blank got laid off in 1979 from their employment with
Handy Dan Home Improvement Centers, the two former employees joined forces and
opened their first Home Depot store in Atlanta, Georgia. Their innovative business model
promoted the do-it-yourself attitude and the promise of delivering to their customers, low
price, variety and availability of merchandise in addition to great service. Their venture led to
the creation of one of the biggest retailers of home improvement in the US market (Home
Depot, n.d). Their mission was based on the philosophy of “whatever it takes” and their
position was to be the one place shop for all home improvement needs. Their vision, stated
by their founders, was “to create a company that would keep alive the values that were
important to us.” Values like respect among all people, excellent customer service and giving
back to communities and society” (Ferguson, 2015). After its conception, and with the help of
its innovative business model the partnership grew rapidly and in 1981 became a public
company as it entered the stock market (NYSE: HD). It spread globally opening stores in the
Canadian market in 1981 and Mexico in 2002. The Home Depot’s 2,200 stores are located in
the US, 118 stores in Canada and 111 in Mexico in addition to their online store (Home Depot,
n.d.).
INDUSTRY LEADER
Today, The Home Depot’s revenue and constant profits entitle it to call itself the leader
of home improvement industry in the US. The Home Depot mainly serves three types of
customers the do-it-yourself, those who buy supplies to build it themselves at home using
different sources for instructions, the do-it-for-me customers who prefer to have their needs
serviced by a professional and use The Home Depot’s installation and consulting services
and the professional customers that include builders and contractors among others (Soni,
2015).
Besides offering a variety of product selections, high quality, competitive prices and a
customer centric service approach, another force that drives the chain to success and growth
in sales is their exclusive agreements with suppliers. Including Mohawk Industries for
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6. flooring and carpets, Scotts Miracle-Gro for lawn and garden care products and Cree for
lighting. This is in addition to their proprietary brands such as Husky for tools, Hampton Bay
for lighting and fans, Glacier Bay for bath fixtures, Behr for paints and Martha Living for
carpets. It also enjoys the success of having exclusivity of retail products such as Brown
Jordan patio furniture (Stempel, 2016).
The Home Depot’s main competitor in the US is Lowe’s, followed by Ace Hardware.
Other competitors are mass merchandisers such as Walmart, department stores such as Sears,
and specialty retailers such as Bed Bath and Beyond and Williams-Sonoma. Their online
presence with homedepot.com has added Amazon.com as another rival for their e-commerce.
However, in the same category Lowe’s comes second to The Home Depot and it is its most
aggressive competitor in the US. While Home Depot concentrates on the customer
experience, Lowe’s engages in competitive prices and enjoys a larger advantage in the garden
business (Bajaj, 2016).
CHALLENGES
The economic downturn of 2008 followed by a failing consumer confidence level
played a major role in the continuing success of The Home Depot as it had to implement new
marketing strategies to stay afloat. Their new pricing strategy focused on categorizing its
products based on the new initiative named “Focus and Bay Portfolio Approach” (Colvin,
n.d.). This approach helped to position The Home Depot as the destination for products that
are top of mind and not impulse buys such as insulation vs. batteries. These products were
priced lower for competitive purposes.
The Home Depot also suffered a class action lawsuit in 2014 due to a security breach
that affected over 40 million credit cards that were used by customers in their self-serve
registers. Customer’s personal data was stolen via a vendor’s log in information. Home
Depot settled the lawsuit for 19.5 million in the same year (Stempel, 2016).
Through both crises, The Home Depot has enjoyed growth due to their savvy and
innovative marketing strategies and their constant focus on improving customer experience.
Their fiscal year ended on February 1 and in 2015 reported revenue of $83,2 billion and
increased that number in 2016 to $88,5 billion. They have had four consecutive years of
growth, since then. According to Yahoo finance, its highest earnings period is during Black
Friday’s events. Its cobranded credit card with Citibank impacts 23% of total sales a year.
Their compound annual growth rate has been 4.7% over the past five years (Soni, 2015).
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7. PRESENCE
With its headquarters located in Atlanta, GA its largest numbers of US stores are located
in Florida and California. Each of The Home Depot stores stock a massive amount of product,
about 30,000 to 40,000 different products. Their online stores homedepot.com and
homedecorators.com offers an average of 70,000 products and the option for customers to
buy online and ship to a store or buy online and pick up in-store (Soni, 2015).
In social media, Home Depot is present in, Facebook, Instagram, Twitter, YouTube that
houses do-it-yourself videos and videos about The Home Depot’s involvement in the
community. Through The Home Depot, community site customers can find project ideas and
get questions answered by a Home Depot specialist (Home Depot, n.d.).
In alignment with their customer-centric model, the chain is also heavily invested in the
community. It created the largest garden club where over a million children participate to
learn gardening skills. The goal is to create the emotional bond with the brand and a loyal
customer from an early age. The Home Depot’s associates volunteer in a program to help
their local community. Called “The Home Depot Foundation” and “Team Depot” with 300,00
volunteers that offer to work on projects to help military veterans in the community.
Home Depot’s revenue comes mostly from sales at their brick and mortar stores.
However, the chain is becoming dormant when it comes to expanding their physical presence
and instead of owning the buildings is opting to leasing locations. Currently, it is
concentrating their efforts in their omni-channels for e-commerce and mobile, focusing more
on technology for logistics and IT infrastructure. Their new mobile applications, The Home
Depot Application where customers can shop, locate products and live chat. The Home Depot
Pro, created for the professional customers and The Home Depot Project Color specializing in
their painting supplies, this application helps customers match paint with their photos via
mobile and can be downloaded to their mobile devices. The Home Depot has also created
two fulfillment centers in Georgia and California and another one in Canada. These centers
were created to help with logistics, with the goal of delivering 95% of the US orders within
two days (Soni, 2015).
While The Home Depot remains relevant as a brick and mortar chain and is still
enjoying first place in this market race. Being a “box retailer” where space is one of the
requirements, for a competitive advantage, its move to a virtual space makes sense as it
continues focusing on its growth and the next target market of millennials.
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8. The following are the slogans used by Home Depot since early 1990’s:
❖ "The Home Depot, Low prices are just the beginning" Early 1990’s
❖ "When you're at the Home Depot, You'll feel right at home" Late 1990’s
❖ "The Home Depot: First In Home Improvement!" from 1999–2003.
❖ "You can do it. We can help.” 2003
❖ "More saving. More doing." 2009
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9. SWOT Analysis
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10. Target Consumer Definition
THE OUTLOOK
Currently, home improvement industry’s largest target market is comprised of Baby
Boomers. This population’s new levels of affluence, after World War II, led to 40% of them
owning half of the countries’ home value (Bowman, 2016). However, as the oldest of this
segment is turning 70 years old in 2016, it makes it one of the largest and oldest of the
generations. The Home Depot should still cater to this group as they move from being do-it-
yourselfers to do-it-for-me customers. The outlook for future profits would look grim if The
Home Depot only concentrates their promotional efforts down the line to Generation Xers.
Gen-Xers are predicted to be the next generation to gain share into the home
improvement industry. However, home improvement profits are dependent on the economic
state of the country. The housing market is the gage that leads to home improvement
profitability. The Home Depot does take into consideration the profile of Generation Xers but
needs to contemplate other target audiences if it plans to continue to be profitable in years to
come.
According to the Joint Center of Housing Studies at Harvard University (2015), the
housing market crash of 2008 and unemployment rates suffered by Generation X contributed
to the decline in mobility. “Between 2007 and 2013, the share of recent home buyers shrank
from 17 percent to 12 percent of owners, while the share of total home improvement
spending by these homeowners dropped from 23 percent to 15 percent” (Harvard University,
n.d.).
Also, low-interest rates offer an incentive for Gen-Xers not to sell their homes, most are
not relocating as it is safer economically to stay in their current residences and jobs. This new
trend and the fact that new homeowners spend more on home improvements projects
($8,000 + on average) than current owners contributes to the decline of profits as less is spent
to ready homes for sale (Harvard University, n.d.).
The Home Depot should be focusing on the next wave of homeowners and on
understanding how to capture Generation Y or the Millennial's attention. As Generation Y
comes of age and the current rise in the rate of immigration, their combined numbers are
expected to surpass 85 million in the year 2025. To capture their loyalty, it is important to find
the POME (Point of Market Entry).
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11. POTENTIAL MARKET
Gen-Yers are well known for postponing some of their major milestones such as
marriage, children, and home ownership. Most prefer to live in urban areas when they are
not living with their parents. The Fannie Mae National Housing Survey states that more than
90% of the population, for this generation, hopes to purchase homes in the future. This
should guarantee the survival of the home improvement industry. (Harvard University, n.d.)
The caveat for this generation is the differences in experiences and values from their
antecessors the Gen-Xers. When ready to settle down, the younger segment of this
generation (18-26) will place particular demands on those companies looking for their brand
loyalty. They will challenge the industry in creating new ways to communicate and connect
with them. Gen Y-ers are still young in age (18-36) but early to mature as they have held jobs
since high school and some have been contributing to the household finances.
According to an article in Marketing Charts (2012) this generation, averse to advertising
and “pushy tactics” expects brands to, instead, entertain and engage them as active
contributors. They trust word-of-mouth more than an advertisement. Transparency and
authenticity are what matters and feeling that they are the primary focus, not their wallets
(The Juice Blog, 2016).
As the first digital natives, they are heavy users of technology considered tech and
social media savvy they are also mobile literate. However, expertise and leadership are
qualities that they appreciate even if the expertise comes from strangers. Content that
informs and instructs, e- books, blog posts, videos, and other how-to information. These are
great ways that brands can engage them.
According to Wingman Advertising (2016), as a potential home buyer, millennials will
have in 2017 a 200 billion purchasing power. However, there are a couple of reasons why
this generation (30%) will opt to purchase homes with a lower price tag. They still have
financial commitment such as school loans, but mostly because they are looking to make
their home unique to them. Their sense of individuality and uniqueness is always in search
of individual customization. (The Juice Blog, 2016)
They are also interested in experiences as DYI’s and in brands that are socially
responsible. According to the 2015 Cone Communications Millennial CSR Study, 91% would
switch brands to one that is associated with a cause and 62% are willing to take a pay cut to
work for a socially responsible company (Rudominer, 2016).
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12. Regarding home improvement, this generation will be looking to own energy efficient
homes, use sustainable products, and as “greeners” they will place importance on
gardening and the outdoor living spaces. Their perfect homes will have curb appeal on the
outside, room for their technology on the inside, even if it means converting a bedroom into
a Media room (Wingman, 2016).
Because of their individualistic approach and being conscientious about spending,
stores will need to carry a more diverse product line and offer discounts. Due to technology
and the need for instant gratification they have a sense of urgency and will not tolerate
finding that the products they want are out of stock.
As visionaries, Millennials are willing to tackle any project with confidence and will
enjoy using technology to guarantee a positive outcome. Confident in the outcomes of their
efforts. (Wingman, 2016) Confident in the outcomes of their efforts, they will embrace
projects and use technological tools to finish the idea that they envisioned.
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13. POTENTIAL CUSTOMER - MILLENNIALS
Meet Jessica and Michael, they are 28 and 31
years old respectively. They met in their
senior year of college at the University of
California Berkeley. Jessica has a Bachelor of
Science degree in Speech Therapy and
Michael received his Bachelor degree in
Business Administration. While in school
they lived separately on campus but after
graduating, they moved out of the dorms
and are currently renting an apartment
together where they now live. They share
their space with a cat named Sophia.
Both are currently employed; Jessica works
full-time for a local hospital, and Michael
works as a Human Resources Manager for a
technology company. Their combined income is $179,000 yearly. With Michael making
slightly more than Jessica. Michael is looking to continue his studies and enrolling on an
online graduate degree as soon as he pays off his student loan.
With the help of both parents, the couple is planning to buy their first home and move from
the city to suburbs. They plan to get married in a couple of years and start a family.
Jessica was born in the United States; however, her parents are immigrants from Venezuela.
Because of her close relationship with her family, she is bi-lingual. Jessica is social media
savvy she has a blog on Tumblr where she writes about her arts and crafts and a Pinterest
account and a Facebook page where she keeps in touch with her friends and extended family
in Venezuela. She also volunteers for a local charity and during Thanksgiving volunteers to
help feed the hungry, Jessica is an avid recycler and always tries to buy green products.
Michael enjoys having and using the latest technology he has a Facebook page but does not
use it often; he uses Reddit to keep in touch with news and a LinkedIn account to connect
professionally with others. Jessica is loyal to the Apple brand and appreciates the brand’s
easiness of use and design. She has an iPhone, an iPad, and an Apple Computer. Michael
does own an iPhone but prefers to have a PC for his work and home.
During college, he played in a band but left the band when he met Jessica. The couple travels
and enjoys the outdoors and nature. During the Spring they enjoy hiking and during the
Winter they go to Michael’s father cabin in the mountains to enjoy skiing.
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14. They share the same political views as Democrats. They just started being politically active
and voted after graduating from college. Jessica was baptized Catholic but does not attend
church, Michael is also unaffiliated with any religion but is not opposed to marrying in a
religious institution.
Jessica is loyal to her brands and looks to buy products from companies that are socially
responsible and do philanthropic work. Michael looks to buy products that are on sale and
does thorough research before he engages in any big purchases. They have many friends that
they socialize with, and many of them are of different ethnic backgrounds and different
sexual orientation.
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15. Marketing Campaign Objectives and Strategies
GOAL: Enhance Home Depot’s relevance to Millennials and start a meaningful relationship
that will earn their customer loyalty.
OBJECTIVES AND STRATEGIES:
1. To improve brand awareness for 80% of target market in 12 months.
• Create programs that educate target market on new projects.
• Use social media to outreach to target audience and promote word of mouth.
• Create campaign to introduce target to home improvement benefits.
• Be a resource to audience for expert advice regarding home improvement.
2. To increase by 20% visits to the local store in 12 months.
• Offer discounts for small inexpensive items such as batteries and light bulbs.
• Engage audience in Home Depot’s philanthropic causes by offering discounts on related items.
• Create special events to engage new couples in the idea of home improvement projects.
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16. Points-of-Parity
Creative Strategy Statement: Home Depot helps with projects inspired by you.
Tag Line:
“Inspired by love, Made by you”
Rejected Statements:
• Home Depot helps couples personalize their first home by guiding them with project ideas.
• Home Depot takes away the anxiety of creating your first projects.
• Building a home together is easier when you come to Home Depot.
• When life gives you unexpected chances to create, Home Depot is there for you.
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17. Creative Brief
What are we advertising?
Home Depot is the right place for young Millennials seeking expert advice, ideas and
guidance as new DIYers.
Whom we are talking to?
Millennial couples in their mid-twenties to early-thirties who are recent graduates or young
professionals. Living in small spaces or in urban areas.
What do they currently think?
Creating projects from scratch is challenging, and for someone who is unexperienced there is
a high probability of failure. Home Depot is perceived as the place that only caters to experts
and experienced DIY’ers.
What would we like them to think?
Home Depot is the place to go for help and supplies every time one is inspired to create a
project. They are there to help with advice and do it yourself tips.
What is the single most persuasive idea we can convey?
For any idea that you want to envision Home Depot is there with what you need.
Why should they believe it?
Home Depot has the tools needed for any project and if offers expert advice, online tutorial
resources for beginner projects and ideas.
Are there any creative guidelines?
60 Second TV Commercial that would also run on Youtube Home Depot Channel.
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18. SCRIPT
Client: Home Depot
TV and YouTube Ad: “Inspired by love,Made by you”
Characters: Michael and Jessica
Music: “You’ve got a friend” by James Taylor
Michael and Jessica – A Millennial couple, recent graduates. Middle
class - Young professionals.
FADE IN:
INT. SMALL EMPTY URBAN APARTMENT - DAY
Door opens and Michael and Jessica a mid-twenties couple enters the
apartment carrying boxes.
[Couple is moving to their first apartment together]
Couple put boxes down, Jessica looks up and stares at the living
room window approaches it and smiling calls Michael over.
TREE BRANCH THAT REACHES CLOSER TO THE WINDOW – STREET IS SEEN IN
THE BACKGROUND - DAY
A bird is building its nest on one of the tree branches that reaches
toward the window. Bird looks to the camera and flies away. The
couple look at each other and smile.
INT. COUPLE’S SMALL FURNISHED URBAN APARTMENT - DAY
Jessica is sitting on the sofa using her laptop. She stops and turns
her head to look at the window and smiles as she sees the same bird
sitting on the windowsill and then flies away.
COUPLE’S BEDROOM – NIGHT
Jessica and Michael are sleeping. Rain and wind are coming through
the window; room is being sporadically illuminated by lighting.
Michael gets out of bed and stumbles to the window. Closes it and
goes back to bed. Jessica is asleep.
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19. COUPLE’S LIVING ROOM – EARLY MORNING
The sun is shining through the window. and Michael walks to the
living room, and approaches the window and notices the bird nest was
destroyed by the rain. He walks and stops at the door of the
couple’s bedroom and stares at Jessica still asleep.
HOME OFFICE – MORNING
Michael is sitting at his desk looking and searching on a computer.
The camera shows him from the back and cuts to show the website of
Home Depot where he is searching for items and looking at how-to
videos. Michael stands up and walks out of the home office and
leaves the house.
INTERIOR HOME DEPOT STORE
Michael is inside a Home Depot store and a Home Depot employee
approaches him, they talk and walk together. Employee helps him pick
supplies.
INTERIOR APARTMENT LIVING ROOM - DAY
Michael is sitting down with laptop searching Home Deport sites.
Jessica walks in the room looks out the window and sees the bird
nest is gone. Camera closes on her face she is surprised and sad. He
comes from behind and gives her a wooden bird house he made himself
with a bow on it. She Smiles and they embrace.
TREE BRANCH THAT REACHES CLOSER TO THE WINDOW – STREET IS SEEN ON
THE BACKGROUND - DAY
New wooden bird house is seen hanging on the tree branch. A bird
flies to the tree and enters and exits the bird house. When it
leaves another bird peaks from the inside. Camera fades out. Urban
street is seen on the background, three to four story building and
cars parked lining the street and stores.
FADE OUT
Tag line fades in: “Inspired by love,Made by you”
Tag line fades out – Home Depot logo Fades in. Music fades out.
***END***
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20. Conclusion
The Home Depot has long enjoyed its position as the industry leader in the home
improvement industry. Despite its leadership, their current target market’s profile is
changing as Baby Boomers are coming of age and changing how they view home
improvement projects, preferring to hire professionals to do the work they once did as
DIYers. Home Depot will continue to provide services to this audience through their
installation and consulting business. Nevertheless, to continue gaining profitability and
maintaining high market share, The Home Depot needs to start looking at other target
markets to add to their customer portfolio.
By targeting Generation Y, the Millennials, The Home Depot will be tapping into a
generation that is increasing in numbers and economic power. Millennials are known for
postponing marriage and home ownership but time has come when its younger segment is
finally finishing college and looking for their own place in the city. The older segment is
finding its way to attaining the American dream of owning a home. While this generation is
tech savvy, they lack the experience of creating projects that require hands-on ability. The
Home Depot needs to inspire and engage this new market audience by creating a campaign
that is relevant to their values and familiarize them with DIY projects. Reaching Millennials
at their Point of Market Entry (POME) and as a friend first and a brand later can lead this
new generation to become loyal customers of The Home
Depot brand.
The Home Depot IMC campaign aims to encourage
and inspire Millennials with ideas to familiarize them
with DIY projects. Through marketing, public relations
and online campaign strategies and tactics, Home Depot
will “invite” this audience to try simple projects that can
be quickly accomplished and finished in one day. The
Home Depot is confident it will become the expert that
the Millennials can always count on for advice for their
projects. When Millennials interact with The Home
Depot brand, they will find their values align with those
of the company. Whether through the way, The Home
Depot conducts their business or their philanthropic
partnerships.
Next time a Millennial visits The Home Depot
website or walks into The Home Depot store it will be
because there is no other brand that they can count on or
trust more for all their home improvement needs than The
Home Depot.
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21. REFERENCES:
About Us. (n.d.). Retrieved August 29, 2016, from https://corporate.homedepot.com/about
Bajaj, S. (2016, August 25). Is Home Depot Stock's Amazing Run Over? Retrieved August 29,
2016, from https://www.thestreet.com/story/13684975/2/is-home-depot-stock-s-
amazing-run-over.html
Bowman, J. (2016, April 25). Who is Home Depot's favorite customer? Retrieved September
05, 2016, from http://www.fool.com/investing/2016/05/25/who-is-home-depots-
favorite- customer.aspx
Colvin, Geoff (n.d.) Home Depot's recession strategy. [ with Carol Tome] Podcast posted to
http://money.cnn.com/video/fortune/2009/08/19/
f_cs_tome_recession_home_depot.fortune/
Ferguson, E. (2015, September 28). Home Depot's Vision Statement & Mission Statement -
Panmore Institute. Retrieved August 29, 2016, from http://panmore.com/home-
depot-vision- statement-mission-statement
Got Questions? Get Answers | The Home Depot Community. (n.d.). Retrieved August 29,
2016, from http://community.homedepot.com/howto/apex/HowtoAdvice_main
Joint Center for Housing Studies of Harvard University (n.d.) Changing household
demographics: Emerging trends in remodeling. Retrieved from http://
www.jchs.harvard.edu/sites/jchs.harvard.edu/files/
jchs_improving_americas_housing_201 5_chap2.pdf
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22. Pew Research Center (n.d) Millennials: A portrait of generation next. Retrieved from
www.pewsocialtrends.org
Rudominer, R. (2016, February 5). Corporate social responsibility Matters: Ignore Millennials
at Your Peril. Retrieved September 05, 2016, from http://www.huffingtonpost.com/
ryan- rudominer/corporate-social-responsi_9_b_9155670.html
Soni, P. (2015, March 24). Home Depot’s Target Market and Customer Base. Retrieved August
29, 2016, from http://marketrealist.com/2015/03/home-depots-target-market-
customer-base/
Stempel, J. (2016, March 08). Home Depot settles consumer lawsuit over big 2014 data
breach. Retrieved August 29, 2016, from http://www.reuters.com/article/us-home-
depot-breach-settlement-idUSKCN0WA24Z
The Juice Blog (2016). Winning the Millennial: How not to market to generation Y. Retrieved
September 05, 2016, from https://timezoneone.com/2016/06/millennial-market-
segmentation/
Trefis Team. (2015, September 28). Home Depot and Lowe's: A look at demographic factors --
Trefis. Retrieved September 05, 2016, from http://www.trefis.com/stock/hd/articles/
314818/home-depot-and-lowes-a-look-at-demographic- factors/2015-09-28
Wingman Advertising (2016, February 10). A peek inside the Millennial mind: What's ahead
in home improvement. Retrieved September 05, 2016, from
http://www.wingmanadv.com/millennials-and-the-home-improvement-industry
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