“The web is clearly established as one of the first places consumers turn for advice on home-related projects,” says The Home Depot’s Shelly Nandkeolyar, VP of e-business development – and a new initiative at HomeDepot.com is leveraging that to present merchandise in greater context online.
In partnership with This Old House Ventures, producer of the grandfather of all home improvement TV shows, HomeDepot.com has launched an online video library of more than 60 streamed videos demonstrating how to do chores ranging from fixing a leaky faucet to freeing a paint-stuck window. The streamed videos, available on demand on the site 24/7, are content repurposed from instructional segments of the award-winning TV series that focus on specific home maintenance tasks.
Each video is accompanied by a printable list of tools and materials required to complete the presented home-repair job, with links to where those products are offered for purchase on the site. Spotlighted next to the product category links are thumbnail photos and direct links to particular products The Home Depot is promoting in connection with the video. Links to videos showing other related tasks are also featured.
“Integrating new media channels with traditional advertising allows us to forge a more meaningful relationship with our customers,” says John Costello, executive vice president of merchandising and marketing for The Home Depot. “The ‘This Old House’ video library is a powerful and immediate alternative to traditional content delivery.”