Lowe’s targets pro customers with enhanced store experience
Lowe's is going after its professional customer (Pro) base by rolling out an in-store shopping experience created specifically for them.
The home improvement said its updated Pro customer experience is designed for speed and convenience, saving Pros time and money. The company noted the Pro customer shops at Lowe's “significantly more” often regular customers. Also, the pro product market is more than $400 billion and is expected to grow faster than the overall U.S. home improvement market in the coming years.
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“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,” said Fred Stokes, senior VP of Pro sales and services for Lowe's. “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.”
The updated shopping experience includes a wide array of new offerings, starting with a dedicated area, called The Pro Zone, for grab-and-go products that include popular pro items, new products and value packs. The department is located at the pro entrance.
Other features include:
• Pro trailer parking, which features convenient extended trailer parking spots;
• Free phone charging stations located at the Pro Desk;
• Convenience rack with several never-before-sold items such as pain relievers, personal care items such as sun and hand care, and more;
• Dedicated Pro checkout staffed with a team of sales, cashier and loading associates—that will continue to expand—to help get pros in and out quicker; and
• Flexible credit options that can save Pros 5% off every day on eligible purchases plus Lowe's For Pros loyalty members can get zero percent interest for 60 days when using their Lowe's Business Advantage or extended terms when using their Lowe's commercial account.
Additional features include windshield washing stations and free air pumps.
Lowe’s expects to roll out the updated Pro shopping experience to all its stores during the next year. Many already feature the new merchandising and convenience updates.
In addition, Lowe's is deploying new technology to help employees improve their relationship with Pro customers. A new tool provides insights that helps employees engage with Pros “unlike ever before and ultimately help them grow their businesses,” the company said.
The new initiative builds on other recent efforts by Lowe’s to enhance its Pro offerings. In 2020, the retailer launched its Lowe's For Pros Loyalty program, continued employee training to help with specific Pro needs, announced new services such as Lowe's tool rental and redesigned the layout of stores to better serve Pro customers.