Executive Summary
As the Pro division of the nation’s largest home improvement retailer accelerated its growth strategy, the organization faced increasing complexity across its event portfolio, supplier engagement model, and customer experience expectations. What began as a collection of ad hoc activations needed to evolve into a scalable, disciplined, and performance-driven program capable of supporting aggressive Pro customer growth goals.
Etherio partnered as a strategic extension of the brand, designing and executing a repeatable experiential ecosystem that delivered consistency, flexibility, and measurable impact on a national scale.
The Challenge: Growth at Scale
The Pro division was built to serve professional contractors and large-scale builders. As the business expanded, so did the need for experiential programs that could:
- Support supplier-funded growth initiatives
- Showcase new distribution facilities
- Deliver high-touch customer experiences across diverse markets
- Operate inside live distribution environments without disruption
Internal teams faced capacity constraints, inconsistent processes, and limited visibility into performance outcomes across dozens of annual activations.
The mandate was clear: build a scalable, disciplined, and brand-aligned experiential engine—without sacrificing creativity or customer experience.
Strategic Approach
Etherio was engaged not simply to execute events, but to design the operating model behind them. The team transformed one-off activations into a cohesive, programmatic portfolio, introducing standardized playbooks for suppliers, venues, and internal stakeholders.
By operating as an extension of the internal team—aligned to the same decision-making criteria, values, and customer-first mindset—Etherio ensured consistency, scalability, and brand alignment across every experience.
Program Growth & Portfolio Expansion
Over a three-year period, the experiential portfolio expanded significantly in both volume and diversification. What began as a concentrated mix of traditional formats evolved into a dynamic national program that included:
- Golf events
- Road and builder shows
- Supplier dinners
- Suite hospitality experiences
- VIP and small-group engagement events
- Market-based experiential activations
- Facility tours
Beyond volume growth, the portfolio diversified strategically—introducing regionally tailored formats aligned to customer preferences and performance insights.
Industry Expertise & Specialized Knowledge
Etherio demonstrated deep understanding of supplier-funded growth models, hospitality standards expected by professional audiences, and the operational realities of executing inside active distribution facilities and other non-traditional venues.
By aligning event investment tiers with customer value, Etherio ensured that each experience was strategic, commercially sound, and scalable—allowing leadership to confidently promise and deliver growth to supplier stakeholders.
Operational Excellence & Process Improvement
Etherio introduced repeatable systems that enabled the organization to shift from reactive execution to proactive planning.
Key improvements included:
Standardized supplier onboarding and communications
Centralized registration and data capture
Consistent on-site execution frameworks
Improved forecasting and attendance visibility
A pivotal transformation occurred when Etherio assumed ownership of the event registration infrastructure—resolving chronic system failures from a prior vendor and significantly improving the customer experience. In several instances, the team rebuilt complex registration environments under tight timelines, protecting customer trust and reinforcing internal confidence.
Creative Problem-Solving & Adaptability
Etherio continually evaluated performance data and attendee engagement to refine the event mix. Where traditional formats underperformed, the team introduced alternative experiences aligned with regional preferences and audience interests.
The team also created intimate, high-touch engagement events for top-tier customers—delivering stronger attendance, deeper relationship-building, and higher perceived value while maintaining disciplined program oversight.
Budget Management & Vendor Relationships
Managing a large-scale national experiential program required disciplined cost control and strategic vendor partnerships. Etherio prioritized long-term collaboration over short-term margin, aligning investments to business objectives and ensuring financial flexibility.
Through thoughtful planning and vendor negotiation, the program maintained operational agility—allowing the organization to respond to evolving market opportunities without disruption.
Results & Business Impact
The program delivered measurable business outcomes, including:
- Strong supplier growth performance
- Expanded supplier participation nationwide
- Increased engagement across key regional markets
- Sustainable expansion of the experiential portfolio
Most importantly, Etherio enabled senior leadership to focus on strategic growth initiatives—confident that experiential execution would be handled with precision, consistency, and brand alignment.
Client Perspective
“I never have to worry about whether something will get done, whether it will be done right, or whether the right decision will be made. Etherio understands our culture, our customers, and our values—and they represent our brand as if they were internal associates.”
— Senior Sales & Customer Experience Leader
“Etherio has done a remarkable job understanding our culture and operating rhythm. Even though they are not internal associates, they represent our brand as if they are. That level of ownership and trust is immeasurable—and it allows my team to focus on driving the business forward, knowing execution is handled with excellence.”
— Pro Supplier Programs Leader
