Totem has deepened engagement and interaction among The Home Depot's customers with digital CRM programs built on a deep dive and analysis of customer data, needs and channel preferences. The Garden Club and New Mover programs are designed to drive customer loyalty, retention and customer acquisition objectives for The Home Depot's high-value customer segments. The e-newsletter content strategy includes regionalized messaging with drives to the website (homedepot.com), where members can create their own personalized space with My Outdoor Journal. Social media tactics allow members to share aspects of their journals within the online community.