In a crowded DIY landscape, the retailer pursued a coordinated approach that tied content to concrete customer outcomes. The goal was not merely to showcase products, but to guide shoppers through end-to-end projects—from planning and preparation to execution and finish. Teams redesigned the site’s content architecture to prioritize project-based journeys, aligning blog posts, how-to videos, and printable checklists with specific bundles. This shift created an intuitive pathway for customers to discover related products and tools in one place, reducing friction and demonstrating tangible value. Early pilots showed higher engagement with project pages and a measurable uptick in cross-category interest.
Executives recognized that basket value grows when shoppers encounter well-curated kits that map to real tasks. They introduced kit bundles that bundled essentials with premium components, enabling customers to complete a project with one purchase. Bundling addressed common pain points: uncertain compatibility, missing tools, and decision fatigue. The merchandising team collaborated with product specialists to select compatible items, price bundles competitively, and label them clearly by project stage. To sustain momentum, they complemented bundles with dynamic recommendations and related accessories. The result was a smoother shopping experience, higher average order values, and a clearer narrative around why each bundle mattered for specific projects.
Bundling and content leadership redefined shopper expectations.
The company mapped the most frequent home improvement tasks into a library of projects that spanned bathroom upgrades, kitchen refreshes, outdoor living, and storage optimization. Each project page featured a concise task list, a stepwise timeline, and a checklist customers could download. Visuals demonstrated how to group purchases into a coherent kit, while tool tips cautioned about safety, measurement, and weather considerations. This structure helped customers envision progress from start to finish, reinforcing confidence and reducing hesitation. As shoppers absorbed the storytelling, they began to see the retailer as a trusted advisor rather than a simple retailer of parts.
To translate content into revenue, the retailer implemented a staged content calendar that synchronized with seasonal demand. Spring projects highlighted painting and decluttering, while summer focused on outdoor living and weatherproofing. Each season introduced new bundles aligned with trending tasks, plus updated videos and printable guides. The editorial team collaborated with the merchandising unit to ensure bundles remained relevant and complete for the target season. Reporting tracked visits to project hubs, completion rates, and bundle conversion. Over successive quarters, the program refined its targets, enhanced content quality, and established a repeatable pattern for growing basket size.
Customer confidence grows with coherent project content.
The retailer’s content leadership extended beyond the product pages. It created hero guides that framed projects as structured paths rather than isolated purchases. A multi-format mix—articles, short clips, and downloadable checklists—appeared across the site, social channels, and email. The aim was consistency: every touchpoint reinforced how projects were executed, which tools were essential, and where to source compatible accessories. The bundles themselves carried value beyond price, offering curated selections that reduced the number of individual decisions a shopper faced. This approach sent a clear signal: the retailer understood the customer’s time constraints and the realities of Home Improvement work.
In parallel, the retailer deployed a robust testing program to validate bundle efficacy. A/B tests compared different kit configurations, price points, and descriptive copy. User behavior metrics—time on page, add-to-cart rate, and bundle completion rate—guided iterations. When a bundle included a safety-first accessory, it consistently outperformed a comparable kit lacking that item. Insights were synthesized into playbooks for category managers, ensuring that future kits prioritized compatibility, quality, and perceived completeness. The learning loop accelerated the scale from pilot bundles to a broad catalog, reinforcing the link between content quality and cart performance.
The bundle program expanded reach and category penetration.
The program leaned into social proof by featuring customer stories that highlighted project outcomes. Real shoppers shared before-and-after photos, budget estimates, and lessons learned, lending authenticity to the project pathway. These testimonials appeared on project pages and in email roundups, reinforcing the practical benefits of bundling. The retailer also created a rating system for bundles, inviting buyers to assess item fit, ease of use, and value. This feedback enriched product development and informed future bundle designs. As trust deepened, shoppers referenced the guides in conversations with in-store specialists, creating a seamless online-to-offline experience.
An important factor was accessibility of knowledge. The site offered plain-language explanations, glossaries of common terms, and quick-start videos that could be consumed in under five minutes. For more complex projects, longer tutorials and printable checklists bridged comprehension gaps. The combination of bite-sized content and deeper dives ensured that both casual hobbyists and serious DIYers found value. The approach no longer required customers to search for compatible items separately; they could move through a project with confidence, knowing the bundles had been vetted for compatibility and completeness.
Results and lessons learned for future growth.
The strategy broadened category awareness by introducing bundles that connected adjacent categories. A bathroom refresh kit might pair tile adhesive with spacers, caulk, grout, and a finishing kit, while outdoor living bundles integrated weather stripping, sealant, and a deck protection plan. These cross-category bundles nudged shoppers to explore items they might not have considered, expanding acceptance of core categories like finishing, sealing, and protection products. Merchandising teams monitored cross-sell rates and adjusted bundle assortments to emphasize complementary items. The cross-pollination helped the retailer appear comprehensive, encouraging longer shopping sessions and higher likelihood of return visits.
Seasonal bundles punctuated the shopper journey with timely prompts. In addition to evergreen projects, limited-time bundles created a sense of urgency, driving impulse purchases without compromising perceived value. Communications emphasized how bundles simplified project execution, framing purchases as steps toward a concrete goal. Email campaigns highlighted progress milestones and suggested next steps, nudging customers to continue along the journey. This cadence reinforced the idea that buying was part of a larger, repeatable process rather than a single transaction. Over time, customers internalized the project mindset and returned for new challenges.
Early indicators showed higher engagement on project hubs, with longer sessions and more page views per visit. Conversion rates on bundled SKUs rose, and average basket size began to trend upward across multiple categories. The retailer attributed success to several core practices: framing content around actionable tasks, ensuring bundles deliver completeness, and maintaining a consistent, confident voice across channels. They also recognized the importance of cross-functional collaboration—content creators, merchants, data analysts, and store teams sharing the same objectives. The approach yielded a sustainable competitive advantage: a shopper experience that felt cohesive, helpful, and worth returning to.
Looking ahead, the retailer plans to deepen personalization, enabling bundles to adapt to customer history and local conditions. AI-powered recommendations will suggest project-compatible add-ons tailored to past purchases and on-site measurements. The company will further invest in regional content that reflects climate considerations, housing styles, and contractor common practices. By enriching the project library with more localized guides and adaptive bundles, they expect to improve relevance and loyalty. The overarching lesson is clear: when content and kits align with real tasks, shoppers move faster, spend more, and develop enduring trust in the brand.
