How Home Depot Mexico turned store visits into first-party data and $3.3m MXN ROI

The challenge

Home Depot Mexico set out to identify its in-store customers and understand their shopping needs. The route: progressive profiling and first-party data capture through the store WiFi, feeding marketing objectives the business could actually measure.

• Identify in-store customers and connect visits to real customer records
• Understand shopping needs through progressive profiling
• Capture first-party data at a scale that supports company objectives

The solution

With Telmex, Home Depot Mexico deployed branded splash pages and first-party data capture at WiFi login across its stores, building customer profiles progressively with every visit.

The journey doubles as a campaign channel: brand insight surveys run inside the sign-in experience, and WiFi journeys redirect customers to the Home Depot website, turning connectivity into measurable marketing reach.

• Branded splash pages with first-party data capture at login
• Progressive profiling that deepens customer understanding visit by visit
• Brand insight surveys and website redirects built into the journey

The results

Across 27 stores, the program recorded more than 973k customer journeys and identified 127k+ unique customers through WiFi login, first-party data valued at more than $1.2m MXN.

Campaign activation delivered more than 120k brand insight responses at a 96% response rate, valued at more than $2m MXN, and 223k+ WiFi journeys were redirected to the Home Depot website. The measured return for 2025: $3.3m MXN.

• 973k+ customer journeys and 127k+ identified customers across 27 stores
• 120k+ brand insight responses collected at a 96% response rate
• $3.3m MXN measured ROI in 2025, with 223k+ journeys redirected to the website