Lowe’s makes its case to pros
With new Pro Supervisors in place, Lowe’s looks to drive sales to contractors.
Lowe’s Home Improvement is looking to expand its pro customer base and will make a serious pitch to professionals next week.
The Mooresville, N.C.-based company is hosting a week-long Pro Event, March 18-March 22, aimed at its existing pro customers along with potential new customers. Lowe’s will host the event at all stores across the United States.
Contractor attendees will be able to meet with their local Lowe’s Pro Supervisor, pro support staff, and dedicated Pro Loaders. In February, Lowe’s put the finishing touches on putting in place new Pro Supervisors at all U.S. locations while firming up support staff.
“The Pro Event is really an opportunity for current and new customers to see what’s new and meet their new Pro Supervisor,” Alice Lee, corporate communications specialist at Lowe’s, told HBSDealer.
According to Lee, Lowe’s is looking to provide better department coverage while meeting the specific needs of pro customers. This includes coaching personnel on the pro team “to deliver excellent service to pro customers.” Part of the equation means loaders who get contractors back on the job site as soon as possible.
During the fourth quarter of 2018, Lowe’s piloted a “Job Lot Quantity” program in select markets. “We wanted to make sure that we had the proper inventory in our stores to meet pro needs,” Lee explained.
The pilot program revealed an increase in pro sales penetration and reinforced what was needed across stores nationwide, including the entire spectrum of building materials, tools, and products used by pros. About 20% to 25% of Lowe’s total sales are to pro customers, the company said.
Along with an increase in selection and service, Lowe’s offers dedicated pro parking spaces near the pro entrance of its stores. Other pro features include a 5% discount on all purchases for professionals who open a business account with Lowe’s and job site delivery or in-store pickup for orders placed through Lowesforpros.com, or ordered over the phone in advance.
Next week’s event will feature special sales and promotions for pros, including discounts on DeWalt and Metabo HPT power tools. The week-long presentation will culminate on March 22 with a special breakfast and lunch for pro customers at each Lowe’s location.
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