Sales to pros are growing faster than sales to consumers at Lowe’s, which recently reported a fourth quarter sales gain of 5.6%.
According to Chief Customer Officer Greg Bridgeford, the Mooresville, N.C.-based retail giant sees an opportunity to capitalize on the pro market.
In addition to enhancing the company’s product and service offering, Lowe’s will also combine its key pro categories under the leadership of a focused general merchandise manager.
“While pros shop across the store, the penetration of sales to pro customers is highest within the traditional building and maintenance categories, including lumber and building materials, millwork, rough plumbing, electrical and tools and hardware,” Bridgeford said during the company’s fourth quarter earnings call. “So we grouped those categories into the leadership of a general merchandise manager who is focused on ensuring we have the types of products and brands that pros demand.”
Bridgeford said Lowe’s will re-launch LowesForPros.com in the second quarter. It will be a site for pros to buy online from Lowe’s, also allowing them to access contract pricing, develop requisition list and view purchase history.