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04/13/2021

Lowe's enhances pro shopping experience

In pursuit of larger pro dollars, Lowe’s unveils new convenience and merchandising updates.
a truck on display in a store
The new Pro Zone at Lowe's will feature popular pro items, newly released products, and value packs.

Lowe’s is rolling out a specialized shopping experience for professional customers and contractors in what the retailer says is its latest effort toward becoming “the New Home for Pros.”

Pro customer shopping at Lowe’s can expect to see significant upgrades to their shopping experience through a variety of new features. The moves are designed to save time and money while adding a layer of convenience.

“We talk a lot with our customers and we think about them first,” Fred Stokes, senior vice president of Pro Sales and Services for Lowe's, told HBSDealer. “We’ve really done a lot of work toward what brings our pro customers value at the end of the day.”

graphical user interface
Charging stations are being installed to add a extra layer of convenience for pro customers.

The new program includes:

  • The Pro Zone, a dedicated area near the Lowe’s Pro entrance with products for grab-and-go convenience, featuring popular pro items, specially selected and newly released products, and value packs  
  • Pro Trailer Parking, which features convenient extended trailer parking spots  
  • Free Phone Charging Stations located at the Lowe’s Pro Desk  
  • Convenience Rack with several never-before-sold items such as pain relievers, personal care items such as sun and hand care, and more  
  • Dedicated Pro Checkout staffed with a team of sales, cashier and loading associates—that will continue to expand—to help get Pros in and out quicker  
  • Flexible Credit Options that can save Pros five percent off every day on eligible purchases plus Lowe’s For Pros Loyalty Members can get zero percent interest for 60 days when using their Lowe's Business Advantage or extended terms when using their Lowe's Commercial Account.  

Additional features include windshield washing stations and free air pumps. Lowe’s expects to roll the program out to all stores over the next year with many already featuring the new merchandising and convenience updates.

a sign on a pole
Free air pumps, windshield washing stations and added trailer parking are in Lowe's mix of pro convenience upgrades.

Lowe’s said it is also introducing new technology to help associates improve their relationship with pro customers. A new tool will provide insight that helps associates engage with pros unlike ever before and ultimately help them grow their businesses, the home improvement giant said.

The Mooresville, N.C.-based company estimates that its pro product market is more than $400 billion and is expected to grow faster than the overall U.S. home improvement market in the coming years. 

The company has continued to enhance its Lowe's Pro offerings in recent years. In 2019, Lowe’s improved pro fundamentals such as increasing its job lot inventory quantities while raising the bar on store service. 

In 2020, Lowe’s launched its Lowe’s For Pros loyalty program, continued associate training to help with specific pro needs, announced new services such as Lowe’s Tool Rental , and redesigned the layout of stores to better serve pros.   

“We want to make sure any time spent away from the jobsite is efficient and productive for the pro customer, especially small- to mid-size companies,” Stokes said. “ We’ve enhanced our shopping experience, bringing in new products and services that help add value to each trip pros take and cut down on the number of stops they make throughout the day.” 

The SVP describes the latest initiative as “the next pivotal moment” in Lowe’s pursuit of pro business. 

“In 2019 we were running ball five yards at a time. In 2020 we began throwing the ball down the field to score touchdowns,” Stokes explains. 

“Now we are perfecting our team and really listing to the needs of the customers so we can be a more consistent team and provide our customers with what they need to win each and every day.”

Lowe's and its related businesses operate or service more than 2,200 home improvement and hardware stores in the United States and Canada.