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Craig Menear, chief executive officer of The Home Depot Inc (Home Depot), recognized the need to be responsive to the changing retail landscape and changes in customer preferences. Customers were increasingly expecting to shop online and in-store interchangeably; thus, a seamless experience was critical. To remain a market leader in the do-it-yourself (DIY) industry, Home Depot focused on becoming a best-in-class interconnected retailer by connecting its associates to its customers to improve the customer experience, and by connecting its stores more closely to the online experience. In 2017, Menear and his senior team were considering how to best leverage the company's key resources in this interconnected retail environment, while also acknowledging the challenges that this environment posed.