Pro Power: Lowe's strengthens its professional portfolio
Lowe’s continues to grow its portfolio of services and options for pro customers through several new programs.
According to the home improvement retail giant, pros are relying on their retailers and suppliers more than they did a year ago. This translates into services that save money and time for contractor customers.
“Having easy access to the tools and products pros need – when they need them – can be crucial to efficiently completing projects and ultimately saving on their bottom lines,” Lowe’s said while introducing three additions to its pros program.
Purchase Authorization is a new digital tool that enables account holders to provide a QR code to a designated runner for in-store purchases and pick-ups. The program includes time and spending limits, while creating a fast and seamless in-store checkout process.
Lowe’s said the process eliminates a pair of time-consuming activities: credit card handoffs and confirmation phone calls. The latest feature is already available for MVPs Pro Rewards and Partnership Program participants via the Lowe’s app.
“This solution addresses a pain point for many pro customers and our pro desk associates and leapfrogs the competition,” Joe McFarland, Lowe’s executive vice president of stores, said during the retailer’s recent third quarter 2023 earnings call. “And we're encouraged to see that our suite of online tools resonated with Pros and adoption is already exceeding our expectations.”
Proprietary research conducted by Lowe’s shows that 66% of pros say they’re excited about the potential of technology to improve their efficiency. Retailer-specific mobile apps and built-in tools rank highly among innovations they see as having the greatest potential to improve their day-to-day business.
Prior to the new Purchase Authorization program, store runners had to call the account owner from the checkout line to authorize the purchase in-store.
While much of the industry has been impacted by deflation among commodities resulting in sales declines, pro initiatives are assisting the retailer. Bill Boltz, executive vice president of merchandising recently noted that the company’s pro category delivered the highest unit comps during the second quarter.
“We continue to see strength in key pro categories, helping offset the pressure from year-over-year lumber deflation,” Boltz said.
Another move aimed at pro customers is making products from Klein Tools available for in-store and online purchases. Klein’s catalog of products includes hand tools along with safety and electrical products. Lowe’s said it now offers the widest selection of Klein Tools in the home improvement retail channel.
The partnership with Klein includes a multi-year rollout of new and innovative products, Lowe’s said, while noting the brand is rated as the top hand tool brand among HVAC and electrical pros.
“We are excited about the launch of this brand, which is returning to Lowe's after nearly 15 years,” Lowe’s President, CEO, and Chairman Marvin Ellison said about the move. “As part of this launch, we will offer the largest assortment of client tools anywhere in the home improvement retail channel, featuring hand tools, storage, safety, and electrical products in-store and online, positioning us as the go-to retailer for these brand-loyal customers.”
The top executive at Lowes’ has also recently said its expanded same-day delivery capability is the “latest of many examples of how we are meeting our customers where they are, in making home improvement shopping faster and more convenient for both pro and DIY customers.”
The retailer recently partnered with OneRail in a move that expands same-day delivery service nationwide from orders placed through Lowe.com and the Lowe’s app.
Deliveries can now be made in a matter of hours, according to Lowe’s. Orders placed by 2 p.m. will be delivered the same day, with orders placed after 2 p.m. having next-day service.
“We're also making strides in the rollout of our market delivery model for big and bulky products with 13 geographic regions now supporting more than 1,200 stores, and we are on track to complete the initial rollout by the end of the year,” Ellison said.
Based in Mooresville, North Carolina, Lowe's operates more than 1,700 stores in the United States and has over 300,000 associates.
