Lowe’s ProServices moving in fast, new direction
POUGHKEEPSIE, N.Y. -- Contractors, builders, and remodelers hitting Lowe’s stores last week received a serious pitch from the retailer.
As part of a week-long “Pro Event,” Lowe’s made its case to professional customers including changes in merchandising and services that are sweeping through stores and the ProServices Department.
“We want our customers to feel like they are being taken care of,” says Dan Eichenhofer, the ProServices supervisor at the Lowe’s location in Poughkeepsie, N.Y.
“They’re our front line,” Eichenhofer said of the pro loaders.
Another part of the line are the pro supervisors Lowe's has put into place to cement and cultivate relationships with contractors.
New parking spaces dedicated to pros, including signage and freshly painted lines, will be added to the parking lot near the pro entrance in the coming weeks. In the meantime, Lowe's has put an emphasis on the bulk discounts and contractor account discounts it offers to pros.
Inside the store, a quick look at the lumber and building materials selection demonstrated that Lowe’s has been fast in deploying its new “Job Lot Quantity” strategy.
“If it looks like we’re overstocked, then we’re doing our job,” Eichenhofer explains.
But don’t expect a high level of inventory to get in the way of customers and business. A Lowe’s tradition having clean, neat and bright stores – not to mention safe locations – is being reinforced as strong as ever.
According to Eichenhofer, the new moves have been fully scripted by Lowe’s executive team.
HBSDealer spoke with several Lowe's employees during a visit here, and about every other one expressed their enthusiasm about the new direction; and also the leadership of Lowe’s CEO Marvin Ellison who joined the company less than a year ago.
Assistant store manager Joseph Crozzoli noted the hiring push Lowe’s is undertaking with more than 60,000 employees expected to come on board.
“If you’re looking to join Lowe’s as a new hire, you picked the best time to join the company,” Crozzoli says. “We are headed in the right direction.”
Employee incentives that gradually disappeared in recent years have also returned. It’s just one piece of an overall strategy that appears to be lighting a fire among Lowe’s associates.
“Marvin has a very clear direction and we are becoming a driving culture rather than a reactive culture,” Crozzoli says.
Other features of the recent pro event included tool specials, discounts, and a special breakfast and lunch provided to contractor customers.
“We have a lot of uptick right now and we can grab sales from the competition. But we also know that we have to invest more in our programs,” Eichenhofer says.
About 25% of Lowe’s total sales are to pro customers. With more changes and improvements on the way, Eichenhofer likes where Lowe’s is headed.
“We are a fast moving machine right now.”
As part of a week-long “Pro Event,” Lowe’s made its case to professional customers including changes in merchandising and services that are sweeping through stores and the ProServices Department.
“We want our customers to feel like they are being taken care of,” says Dan Eichenhofer, the ProServices supervisor at the Lowe’s location in Poughkeepsie, N.Y.
This includes new, dedicated pro loaders stationed near the contractor check-out area and entrance. Loaders are there to meet, greet and help contractors with their orders and a quick exit back to the job site via the “quick load canopy.”
“They’re our front line,” Eichenhofer said of the pro loaders.
Another part of the line are the pro supervisors Lowe's has put into place to cement and cultivate relationships with contractors.
New parking spaces dedicated to pros, including signage and freshly painted lines, will be added to the parking lot near the pro entrance in the coming weeks. In the meantime, Lowe's has put an emphasis on the bulk discounts and contractor account discounts it offers to pros.
Inside the store, a quick look at the lumber and building materials selection demonstrated that Lowe’s has been fast in deploying its new “Job Lot Quantity” strategy.
Piloted during the fourth quarter, Lowe’s stores are carrying high levels of LBM inventory. The idea is to treat the contractor with a visual of well-stocked shelves. The pilot program revealed an increase in pro sales penetration and reinforced what was needed across stores nationwide.
“If it looks like we’re overstocked, then we’re doing our job,” Eichenhofer explains.
But don’t expect a high level of inventory to get in the way of customers and business. A Lowe’s tradition having clean, neat and bright stores – not to mention safe locations – is being reinforced as strong as ever.
According to Eichenhofer, the new moves have been fully scripted by Lowe’s executive team.
HBSDealer spoke with several Lowe's employees during a visit here, and about every other one expressed their enthusiasm about the new direction; and also the leadership of Lowe’s CEO Marvin Ellison who joined the company less than a year ago.
Assistant store manager Joseph Crozzoli noted the hiring push Lowe’s is undertaking with more than 60,000 employees expected to come on board.
“If you’re looking to join Lowe’s as a new hire, you picked the best time to join the company,” Crozzoli says. “We are headed in the right direction.”
Employee incentives that gradually disappeared in recent years have also returned. It’s just one piece of an overall strategy that appears to be lighting a fire among Lowe’s associates.
“Marvin has a very clear direction and we are becoming a driving culture rather than a reactive culture,” Crozzoli says.
Other features of the recent pro event included tool specials, discounts, and a special breakfast and lunch provided to contractor customers.
“We have a lot of uptick right now and we can grab sales from the competition. But we also know that we have to invest more in our programs,” Eichenhofer says.
About 25% of Lowe’s total sales are to pro customers. With more changes and improvements on the way, Eichenhofer likes where Lowe’s is headed.
“We are a fast moving machine right now.”