7- Read one of the suggested readings or find an article related to project scope management. Write a one-page summary of the article, its key conclusions and your opinion.
Suggested Reading: Home Improvement (Levinson, 2004)
Home Depot was born in the late 70s to become one of the most known retailer in America, in less than 10 years with 60 stores they have reached incredible results in sales that yielded almost doubled revenues every two years and today they are the second largest American retailer and they keep growing and opening new stores.
Home Depot had a success and fast growth triggered by a decentralized business model with the ability to develop their own applications that made them skip the need of investing and risking on endless software implementations but the golden days were affected in the late 90s as the initial strategies became out-of-date and their systems costly to maintain, the company was not with the same shine and they were now fading and becoming just a normal retailer struggling to survive as competitors such as Wal-Mart and Lowe’s added more stores.
The company was shaken by changes in their marketing and merchandising in 2000 as a try to revert the bad scenario and constrain the growth of their closest competitors but the falling kept sharp till 2002 when they decided to invest heavily on technology. Their IT infrastructure was announced to have an investment of one billion and that was only part of a massive investment not only on IT but it also comprised modernization in their stores in general. The modernization included shortening staff members and it reflected directly on their costs and by the end of 2003 they had a growth on their figures but that was only when compared to 2002 when they were through a bad falling.
According to George Whalin (Levinson, 2004) the president of Retail Management Home Depot was using technology to cut off staff members and therefore reduce labor cost and increase profit margins but that move would not add anything to their customer service, “strategies to inspire investor confidence does not always make customers happy” (Levinson, 2004).
Home depot installed self-checkout stations to shorten the lines but it did not seem to work well and in their busiest seasons the stores seemed to be short of staff. In 2002 they launched a terabyte IBM DB2 data warehouse, the same that Lowe installed in 2000, basically Home depot was two years at a competitive disadvantage regarding their data warehouse. They also replaced their old POS screens for color, touch-screen and web-based POS, they installed technologies such as online UPC that is an electronic catalog for products without bar codes, online receipt lookup that is able to search for receipts 90 days back from the date, wireless scan guns, Web-based kiosks with computers, touch screen monitors in the paint department, E-learning to train technical staff members.
Customer service did not seem to be high priority at Home Depot, a company that for years focused on the interaction between employees and customers now focuses on self-service stations and signs that seem to be their best interaction. Lowe’s tried not to follow suit as far as the customer service concerns and even though they also invested on technology with the installation of self-checkout in 2003, they pointed the customer service deficiency from Home Depot to promote themselves with signs that referenced to customer services.
The best way for Home Depot to get over the falling is to have a faster turn over through their stores with less staff members but a store planning must be well designed for better layouts and clear signs, Home Depot must strive to efficiency while improving their customer service.
In my opinion, the growth of a retail company depends on a series of factors that include store planning, business strategies and technology but when it comes to retailing, customer service cannot be left behind at any part of the business strategy. Home Depot invested heavily on technology, self stations and considered reducing labor costs to increase their profit margins but somehow they have affected customers who were used to interacting with knowledgeable staff members and it has made a significant change on their figures as the sales dropped down. A look at close competitors has to be considered because any wrong move may mean competitive disadvantage, loss of money and time to return to the track. Investment on IT structure is vital for a company but a business strategy has always to point out and consider not only the needs but also the feasibility and the profitability margins that it will return in a short and long-term.
Reference