Home Depot Inc. plans to build total sales 115% through fiscal 2018 by expanding its fulfillment, credit and digital services available to Pros, the company’s term for contractors and other business customers, executives said in an annual investor’s day conference call on December 8. That includes extending services for contractors placing online orders from job sites.

Through a strategy named “One Approach, One Home Depot,” executives reason that unifying services for renovators and remodelers, installation providers and maintenance, repair and operations suppliers, or MROs, the company will drive sales from $88 billion today to $101 billion in 2018. By “moving beyond the 7-Eleven [convenience store] approach we will become the primary source for our Pro customers’ needs,” said Bill Lennie, executive vice president of outside sales and support.

Lennie oversees the company’s Pro, MRO and installation businesses, as well as the integration of Interline Brands Inc., a national distributor and director marketer of MRO supplies that Home Depot acquired in July 2015. He said integration of Interline’s fulfillment services and products into the Home Depot supply chain and brand will likely take another 90 to 120 days. The acquisition expands Home Depot’s opportunity for sales growth, he said.

“Home Depot competes not only in the traditional home improvement retail space, but also in the installation services market and now, with our acquisition of Interline Brands, in a portion of the MRO market. We estimate the total size of these combined markets at $550 billion,” he said. “With approximately $80 billion in 2015 U.S. sales, Home Depot has about 15% share across these markets, so plenty of room for growth.”

Sales to contractors and other business customers accounted for 40%, or $35.2 billion, of Home Depot’s total sales in 2015. Home Depot doesn’t break out how many of these Pro sales are online, but web sales currently amount to little more than 5% of total sales, or about $4.4 billion, said CEO Craig Menear. The ability for business customers to shop more than 1 million online SKUs to see what items are available at what price, along with an improved site search function, helped drive a double-digit increase in the conversion rate of customers who visited HomeDepot.com and eventually purchased, said Kevin Hofmann, senior vice president and president-online.

About 50% of visitors on HomeDepot.com reach the site through a mobile or tablet device, the company says. Monthly unique visitors to HomeDepot.com total 322,479 according to SimilarWeb, a company that tracks web and mobile traffic. Visits to the company’s websites totaled 1.5 billion in 2015, Home Depot says. In 2016, the home improvement retailer plans to update its mobile application so it knows whether customers are shopping from inside a Home Depot store or elsewhere. The company will then personalize product recommendations to the store where the customer is shopping. In January, Home Depot also plans to implement a new order management system that will allow customers to view online their order history. Customers place 10% of their online orders from within a Home Depot store, the company says.

40% of digital transactions customers place are picked up inside the company’s stores through such initiatives as Buy Online, Pick Up In Store, or BOPIS, and Buy Online, Ship to Store, or BOSS, said Ted Decker, executive vice president of merchandising. These initiatives are popular among business customers who often need specific items but don’t have an exact business address because the project is under construction. “Buy Online, Pickup In Store and Buy Online, Ship to Store are some of the fastest-growing parts of our operation,” Decker said.

In 2016, the company plans to expand its Buy Online, Deliver From Store initiative beyond the 108 U.S. stores that currently offer this program. Home Depot operates about 1,900 stores in the United States. Customers will have the option of selecting a two- to four-hour delivery window of products ordered online through this service for an additional fee. “We think this will be particularly valuable for our Pro customers with crews on the job site awaiting delivery to start work,” said Mark Holifield, executive vice president of supply chain and product development.

Two new fulfillment centers will open in Calgary, Canada, in early 2016. These initiatives will increase the amount of inventory in stock, supply chain productivity, and lower logistics cost across all Home Depot’s 182 Canadian stores, Holifield said.

Executives also said Redbeacon, an online service that matches customers to plumbing, lighting, flooring and other contractors, is “gaining great traction” among what the company calls “do-it-for-me” consumers. Home Depot acquired the online and mobile service in September 2013. In 2015, more than 100,000 contractors affiliated with Home Depot performed more than 2 million installs, said Marc Powers, executive vice president of U.S. stores. Initiatives like Redbeacon helped drive sales.

Home Depot’s managed accounts for business customers and Pro customers who use the company’s private-label credit card, make up about 24% of the merchant’s total sales. The growth rate among these customers was higher than the company average, Carol Tome, chief financial officer and executive vice president, corporate services, said in the conference call. In January, Home Depot will double the number of days Pro’s have to pay off the card to 60 days, add a new fuel reward program and offer 365-day product returns. Executives hope business customers will use a larger portion of their available credit through these extended terms.

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