Lowe’s Introduces DIY-U Learning Platform
The new platform features how-to learning and experiences with live and on-demand home improvement skill-building. The platform is inspired by the digital instructor boom and at-home learning. The platform offers how-to instructions for home improvement projects beginning Feb. 28.
Customers can sign up for the new, limited-seating monthly livestreams, as well as in-store Lowe’s kids and adult workshops at Lowes.com/DIYU.
Executive Summary
The new platform is the latest offering from Lowe’s, which has continued to ramp up its offerings targeting millennial homebuyers and pros. The home improvement sector has seen a considerable rise in demand since the start of the COVID-19 pandemic as consumers spend more time at home.
In the past year, Lowe’s has introduced new benefits and a loyalty program to its professional customers. The retailer also recently teamed up with Petco to offer pet supplies in some retail locations to enable homeowners and pet owners to shop for both categories in one visit.
DIY-U will offer three types of experiences that allow consumers to participate how and where they want each month. There will be two livestreams for up to 1,000 registrants each, an in-person kids workshop helping children ages 5-12 learn DIY skills and techniques that instill confidence, and two adult in-person workshops in all stores nationwide.
The workshops are hosted by Lowe’s Red Vest associates. Customers on the livestream workshops can shop and add supplies to their cart in real-time and receive live answers to project questions from associates. Lowe’s selected the workshops based on customer insights that found flexibility, topic relevance and expert connection were most important, especially among millennial consumers.
“As new generations and new customers embrace DIY, we recognize how valuable our Red Vest store associates can be in providing project ‘how to’ help and expertise,” Marisa Thalberg, Lowe’s executive vice president, chief brand and marketing officer, said in a statement. “With the launch of DIY-U by Lowe’s, we are making sure that support and a DIY community is available where, when and how people most want it: in-store, live and interactive online, or online on-demand. We believe this is going to be the ultimate DIY resource that is informative, fun and motivational for everyone.”
Registration for the workshops opens on the first of each month, featuring relevant, seasonal-inspired themes. The workshops in March include:
• A Bathroom Refresh You Can Do Yourself (How to Install a Vanity)
• Kids Workshop: Shoot the Moon (Build a Game to Compete for the Highest Score)
• Make Your Home Office Work for You (How to Wallpaper a Room)