![Home Depot Logo Image Home Depot Logo Image](https://gen3marketing.com/wp-content/uploads/2021/06/home-depot-logo.png)
![Home Depot Hero Image Home Depot Hero Image](https://gen3marketing.com/wp-content/uploads/2021/06/home-depot-hero.jpg)
Challenge
Home Depot came to Gen3 with a simple, yet difficult, challenge — Develop a program that could support revenue growth with 0% budget growth YoY.
![Home Depot Challenge One Image Home Depot Challenge One Image](https://gen3marketing.com/wp-content/uploads/2021/06/challenge-one-4.png)
![Home Depot Challenge Two Image Home Depot Challenge Two Image](https://gen3marketing.com/wp-content/uploads/2021/06/challenge-two-4.png)
Action
Gen3 developed a 4-pronged approach to cost-savings:
1. Restructured the baseline, moving to a tiered commission strategy by publisher type, while customizing individual publisher commission based on their value proposition.
2. Moved to a SaaS fee network, migrating from CJ (% of sales/commission) to impact (fixed yearly fee).
3. Creatively leveraged CPA in multiple ways:
- Secured high-impact placements by reinvesting commission cost savings.
- Successfully negotiated high impact CPA-based exposures with a top loyalty publisher.
- Leveraged short-term, attractive cashback on seasonally relevant categories.
- Integrated SKU-based tracking to support category cashback.
4. Removed the #2 revenue-driving publisher (coupon browser extension) from the program.
- Coupons are never available for customers.
- Sales were being misattributed.
- Commissions were being wasted.
Results
![Blue Background Circle](/wp-content/uploads/2021/05/blue-circle.png)
![Dark Blue Background Circle](/wp-content/uploads/2021/05/dark-blue-circle.png)
![Blue Background Circle](/wp-content/uploads/2021/05/blue-circle.png)
![Blue Background Circle](/wp-content/uploads/2021/05/blue-circle.png)
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