||Q&A: Lowe's Campaign Targets New DIY Attitudes
Lowe's recently ditched its "Let's Build Something Together" marketing campaign in favor of "Never Stop Improving." In addition to new advertising, the effort also includes the launch of an online tool called MyLowe's, which it says will revolutionize the way consumers tackle DIY projects. Tom Lamb, SVP/ marketing and advertising for the Mooresville, N.C.-based retailer, explained the thinking behind the switch in an interview with Marketing Daily.
Q: What prompted the change?
A: Strong customer research, showing that customers are looking for inspiration and motivation from Lowe's. We will lead them through the journey of home improvement, from inspiration and planning to execution and enjoyment. We decided to do this now because our new online tool, MyLowe's, will be launching in October -- and it's the first major proof point of the "Never Stop Improving" positioning.
Q: How has the poor economy, and lousy real estate market, changed your core customer?
A: It's made many of our customers re-evaluate the way they see their homes; they are more likely to remain in one home for a longer period of time. So they are doing more maintenance projects and upgrading their current homes. MyLowe's is one key way we are addressing their needs, providing them with a way to keep track of maintenance and renovation projects all in one place. It allows for reminders and product purchase tracking, as well as wish lists and inspiration galleries.
Q: Are there significant demographic changes you're seeing? Are women getting handier?
A: With our new brand strategy and MyLowe's, we're aiming to appeal to creative customers. Our research has shown that customers who have this mindset are going to be the most loyal to Lowe's, and in many cases this will be women. But our research shows that the new campaign appeals to men and women, commercial customers and homeowners across the board. In addition, Millennials are starting to form their households and their attitude toward home improvement is very positive, so we're certainly looking for ways to meet their needs.
Q: Which projects are people most likely to start these days?
A: More maintenance projects and smaller DIY projects to upgrade their current homes. We continue to see paint as a top project, as well as seasonal landscaping as customers are entertaining at home more. Another top trend we're seeing are smaller home décor changes, such as upgrading lighting, adding an area rug or switching cabinet hardware.
Q: What are you hoping MyLowe's will accomplish?
A: Integrating all of our channels, stores, the contact center and Lowes.com, and empowering consumers with the ability to access information via their preferred means. We constantly evaluate how customers prefer to interact with Lowe's, and mobile and online are clearly media that are important. MyLowe's will give customers the ability to complete a home profile that they can sort by room, assign products and wish lists to those rooms, track purchase history, store product manuals and warranties and more. We're going to be constantly adding capabilities and aiming for this to be a major draw for our customers.
(Source: Marketing Daily, 09/30/11)