To increase revenue from its online operations, The Home Depot has launched a program to sell advertising content on its e-commerce site, HomeDepot.com, to select companies. Home Depot, one of the largest multi-channel home improvement retailers, will offer select vendor partners the opportunity to reach more than 4 million consumers each week with vendor-sponsored content targeted at its home improvement shoppers.
“Our goal is to allow a few key vendor partners the opportunity to educate millions of home improvement consumers about their products,” says Harvey Seegers, president of Home Depot Direct.
When shoppers click on the new ads, they are sent to an advertiser’s branded site and will be presented with interactive demonstrations, streaming video and in-depth product content. The company already has signed a number of partners to advertise online, though so far it only has announced kitchen and bath retailer Moen Inc.
The e-commerce site of Home Depot, No. 41 in the Internet Retailer Top 500 Guide to Retail Web Sites, receives more than 2.5 billion page views every year, the company says. The company hit $279.7 million in web sales in 2005, a 70.9% increase over 2004’s $163.7 million in 2004, according to Internet Retailer estimates.
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