First Look: Lowe’s Store Upgrades Target Growing Pro Base

Lisa Johnston
Senior Editor
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Lowe's is adding dedicated parking areas for Pros members with trailers.
Lowe's is adding dedicated parking areas for Pros members with trailers.

Lowe’s is beefing up the in-store customer experiences for its professional customers so it can better serve this loyal and expanding base.

The retailer has good reason to improve this CX, as they shop significantly more often at Lowe’s than its DIY customers. Lowe’s also estimated its Pro product market at more than $400 billion, with expansion anticipated to grow even faster than the overall U.S. home improvement market.

As a result, the retailer’s new tailored store experience leans into both the speed and convenience angles. A dedicated Pro Zone near the Pro entrance features items frequently in favor with this base, as well as new, curated and value pack products. There is also now a dedicated Pro Checkout area, which Lowe’s intends to expand.

Newly added Pro Trailer Parking adds extra space for extended trailers (shown above), while the Pro Desk now also feature free phone charging, and a convenience rack with personal care items and pain relievers.

It's also introducing flexible credit options for Pros to save 5% each day on available purchases, while Lowe’s For Pros loyalty members can receive 0% interest for 60 days when using their Lowe's Business Advantage or extended terms with a Lowe's Commercial Account.

The company, which operates more than 2,200 home improvement and hardware stores, also intends to add such amenities as windshield cleaning stations and free air stations this year.

Tech is playing a key role in how it caters to this base. Last year, it launched the Lowe's for Pros JobSIGHT powered by Streem, an augmented video chat service that enables users to conduct virtual home visits with customers, as well as identify parts they need to order, and use AR quick-draw tools for virtual consultations. It

It also debuted a loyalty program and added tool rental services just for Pros, and this January Lowe's rolled out to all stores new technology that helps its Pro desk associates manage, grow and retain Pro accounts through consistent and data-driven selling actions that are designed to facilitate more personalized relationships. 

“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, SVP 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.”

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