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Industry & Trends

Home Depot Targeting Millennials with New Service Hub


September 20, 2023 | Warren Shoulberg

Retailers all across the building trade are trying to find new ways to reach millennial customers and Home Depot’s New Homeowners Hub is the latest tactic to try.

As the millennial generation becomes the center of the housing market, home improvement, furnishings, and building businesses continue to look for new ways to reach out to them and get their business.

The latest vehicle is Home Depot’s New Homeowners Hub, an online portal that brings together all of its DIY assets, including how-to guides, product recommendations and design ideas, into one place. 

“Our research has shown that lack of proper knowledge, tools and time were the top barriers for millennials navigating home improvement projects,” said Molly Battin, senior vice president and chief marketing officer for the giant retailer, the largest in the DIY space. She said these projects can be “especially stressful for a generation of current and soon-to-be first-time homeowners. Helping homeowners complete projects is part of our DNA, so it was a natural move to create an online resource designed to empower our customers with everything they need to confidently turn their first house into a home.”

The Hub contains virtual workshops that provide expert, step-by-step guidance on projects like how to paint a room, replace light fixtures, install a faucet, or replace a garbage disposal. There is also a catalog of workshops to instruct for the care of various areas of the home, including HVAC, plumbing, and seasonal maintenance. There are both live stream and on-demand options, which are available without cost, Depot said.  


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