Lowe’s rebrands, adds new benefits to rewards program for pro customers
Lowe's Companies Inc. is redesigning its loyalty offering for home improvement professionals with the needs of smaller businesses in mind.
The home improvement giant has updated its previously existing MVPs Pro Rewards & Partnership Program to become MyLowe’s Pro Rewards. Aimed specifically at the small-to-mid-sized home improvement business, the program offers a customer experience that mimics the MyLowe's Rewards homeowner loyalty program.
The new offering also includes new features and functions that Lowe's says are often used by industry professionals, such as access to merchandise, sports memorabilia, gift cards to support their business, volume discounts, and business tools.
Customers who shop with a MyLowe's Pro Rewards credit card will save 5% every day on eligible purchases and get a free upgrade to the program’s mid-level Platinum Pro status.
"If you're a pro, we want you enrolled in MyLowe's Pro Rewards program because we're focused on saving pros more when they choose Lowe's first," said Quonta Vance, Lowe's executive VP of pro and home services. "This is one of the few rewards programs in the industry designed to reward pros from their first dollar spent – no special volume thresholds to earn and save at Lowe's."
Other new MyLowe's Pro Rewards benefits include:
- Earn points on eligible purchases per $1 spent.
- Access to member-only deals.
- Free standard shipping in the continental U.S.
- Access to a member volume discount on eligible quotes of $1,500 or more.
- Instant 20% member paint discount after paint annual qualifying spend reaches $3,000.
- Professional business solutions like purchase authorization and online order quoting.
- Customized in-app experience that enables members to track their points progress, re-order from previous purchases and receive personalized recommendations.
MyLowe's Pro Rewards is a three-tiered program (Gold Pro, Platinum Pro, Titanium Pro) with new benefits unlocked at each status level. New members start at Gold Pro level and increase in status as they shop.
[READ MORE: Lowe’s equips professional loyalty members with new tech tools]
"We're building a loyalty ecosystem that's designed with our customers at the center – we want all of our members, no matter DIY or pro, to know that when they choose Lowe's first, they get more," said Jen Wilson, Lowe's senior VP, chief marketing officer. "The value we're offering customers is exciting and we want to build off this core value proposition with even more personalized offers and programming to show just how special our members are to us."
Based in Mooresville, N.C., Lowe's Companies Inc. operates more than 1,700 home improvement stores and employs approximately 300,000 associates.
