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Lowe’s is appealing to professional customers with the launch of its first loyalty program, Lowe’s for Pros.
Bilingual standees and signs in stores promote the program, which dangles personalized offers based on members' industry and spending habits plus the ability to track up to two years of online and in-store purchases made using a registered credit card. The deals are sent via email and a Pro Dashboard within the lowesforpros.com website for professional customers. Members also receive 10%, 15% or 20% back when the spend $3,499, $6,499 or $6,500, respectively.
While the COVID-19 pandemic has significantly boosted spending by Lowe’s DIY customer base as they tackle home improvement projects while stuck in their houses, it dampened purchasing from the company’s significant pro customer base, which has struggled as customers became uncomfortable inviting others into their homes, Lowe's chief executive officer Marvin Ellison told National Retail Federation CEO Matthew Shay earlier this month. Pro sales make up about a quarter of the company’s annual revenue
Lowe's had redesigned its lowesforpros.com website in 2015 to allow users to track purchases, set spending limits for employees using their company account, and create custom catalogs for future orders. Now these business management tools have been rolled into the loyalty new program.
A page within the website hosts a series of videos explaining the program’s benefits. It also promotes the Lowe’s for Pros JobSight augmented video chat service powered by Portland, OR-based Streem that Lowe’s released in June to make it easier for contractors to help customers during the pandemic. The tool is free for members of the loyalty program through Oct. 31.
The website additionally spotlights the recent addition of products from "the brand you ask for by name," Simpson Strong-Tie, to the retailer's pro offering. Lowe's in the second quarter began stocking Simpson Strong-Tie framing hardware, fasteners and other products in stores nationwide. A media release promised localized assortments — especially in markets prone to seismic and wind events that have unique building code requirements — and an expanded assortment on the pro site.
A two-page ad distributed on July 9 introduced Lowe's for Pros with a “Just4Pros Event” running through July 24. Deals have rotated throughout the duration on products from brands including Stanley Black & Decker’s DeWalt, BSH Home Appliances’ Bosch and Spyder Products. A leaderboard ad at lowesforpros.com touted the sale and linked to an e-commerce page for eligible SKUs. Radio spots, email blasts and display ads on websites such as contractortalk.com supported.
While any credit or debit card can be used to register, members are encouraged to apply for a Lowe’s Business Credit Card, which provides users with 5% off purchases from the retailer and a discount on delivery. Security pedestal ads, endcap headers and A-boards promote the card in stores. A feature in the July 9 circular supported. The A-boards also dangled a free ladder valued at $72.98 for applicants who had their credit approved.
The new program allows Lowe’s to better compete with channel leader The Home Depot, which offers a Pro Xtra loyalty program that provides volume discounts and exclusive offers.