Dive Brief:
- Lowe’s has launched in-person Home Repair Workshops, a series of live workshops in which associates teach customers about basic maintenance DIY skills. The classes, which were first offered in 100 Lowe’s stores on Nov. 11, are aimed at empowering millennial homeowners to take on more home repair tasks themselves.
- Participants of the classes can also receive a digital coupon book with deals on items ranging from vanities to drywall repair patches.
- "We know millennial homeowners can use some extra help when it comes to tackling basic home repairs, especially since more basic projects can help them save money versus hiring a professional for the project,” said Jen Wilson, Lowe's senior vice president of enterprise brand and marketing, in a Nov. 10 press release.
Dive Insight:
Lowe’s workshops and demos aim to build loyalty with young homeowners while offering more than the usual browsing experience.
The initiative is part of a broader trend in retail to offer experiences that go beyond shopping, as seen with offerings ranging from Lululemon’s yoga classes to Michaels’ guided crafts.
Such relevant experiences offer important reasons for these shoppers to visit a store beyond simply making a purchase, Jill Standish, senior managing director and global lead of retail at Accenture, told CX Dive.
“We are seeing increasing examples of retailers thinking creatively and innovatively about what the future retail store can be, seeing it not just as a place to purchase products but a multipurpose destination that offers a range of different experiences,” Standish said.
Lowe’s has good reasons for pursuing millennials in particular with its experiential offering. A report by the Home Improvement Research Institute found half of millennials complete five or more home improvement projects per year — the most of any generation — despite being one of the generations least comfortable with doing DIY work.
Retailers that leverage experiences like Home Repair Workshops to bring shoppers in-store can expect benefits beyond sales, according to Standish.
“Stores can also be a source of critical insights into shopping behaviors and purchase patterns,” she said. “These insights can then inform everything from forecasting and replenishing to marketing campaigns and loyalty programs, to store design.”
