Advertisement
04/13/2021

Lowe’s Debuts Shopping Experience Tailored to Pros

Home improvement big box retailer Lowe’s is rolling out a new store format targeted for its Pro customer base, including a tailored shopping experience designed with speed and convenience in mind.
Pro Zone

Home improvement big box retailer Lowe’s is rolling out a new store format targeted for its Pro customer base, including a tailored shopping experience designed with speed and convenience in mind.

Lowe’s has been increasing its Pro reach since 2019, after it improved Pro fundamentals such as job lot inventory quantities and better store service. The retailer introduced its Lowe’s For Pros Loyalty program last year, as well as Lowe’s Tool Rental and better store layouts for Pros.

Executive Summary

The new store options reveal Lowe’s is looking to capture a niche base within its consumer with an eye toward growth. The move reflects an ongoing trend among retailers to make shopping experiences more personal and convenient to secure loyalty.

The new offerings include a Pro Zone, which is a dedicated area near the Pro store entrance that includes convenience products, including popular Pro products, as well as new releases and value packs. Lowe’s is also introducing a Convenience Rack with personal care products, such as sunscreen and pain relievers for on-the-go Pros. Lowe’s is als equipping its stores with a dedicated Pro staff, as well as offering phone charging stations at the Pro desk. Outside the store, Pros have their own parking zone with spots for extended trailers.

Lowe’s is also offering credit options that offer 5% off of eligible purchases, while Pros Loyalty Members will earn 0% interest on purchases for 60 days.

According to Lowe’s, its Pro product market is $400 billion and is expected to grow faster than the overall home improvement market over the next several years.

Lowe’s is also investing in technology to facilitate communication between its employees and Pros, with a new tool that provides insights to help associates engage with Pros.

“We want to make sure any time spent away from the jobsite is efficient and productive for the Pro customer, especially small- to mid-size companies. We’ve enhanced our shopping experience, bringing in new products and services that help add value to each trip Pros take and cut down on the number of stops they make throughout the day,” said Fred Stokes, senior vice president of Pro Sales and Services for Lowe's. “The new offerings are the latest way we are showing our commitment to better serving Pro customers and making their stops at Lowe’s even easier.”

Lowe’s has more than 2,200 stores nationwide and reported $90 billion in revenue last year.