Dive Brief:
- Lowe’s has launched the Lowe’s Digital Home Platform for MyLowe’s Rewards members, the retailer announced Monday. The tool provides members with personalized product information, maintenance suggestions and recommended subscriptions for recent purchases.
- Customers can use the Lowe’s Digital Home Platform to read manuals and warranties, shop for compatible replacements or parts, and view articles and videos on common DIY tasks related to the item.
- "We're building towards a future where our customers have all the information about their home and home maintenance needs in one place — think digital twin for their home," Chandhu Nair, SVP of data analytics, computational intelligence and marketing technology at Lowe’s, said in a prepared statement.
Dive Insight:
The Lowe’s Digital Home Platform is part of a larger CX push at the home improvement retailer. While the business has put a recent emphasis on improving the experience for professional contractors, the platform caters to homeowners looking to handle DIY projects.
“Regular customers are the bulk of the business at mainstream home improvement retailers, and in a softer market, retaining and taking customer share are both important,” Neil Saunders, managing director at GlobalData Retail, told CX Dive in an email.
The platform leans into ease of use by automatically adding major appliance purchases connected to a MyLowe's Rewards account to that customer’s profile. Users can manually search for and add other items as well.
The initial launch focuses on home appliances, but Lowe’s plans to expand the platform to include other aspects of home improvement.
Lowe’s latest digital tool is focused on DIY customers, but it has appeal for each of the home improvement retailer’s audiences, according to Saunders. He expects DIY customers to lean into the advice features, while contractors will benefit from having an organized space for warranties and parts orders.
Lowe’s has been upgrading its in-store CX as well as its mobile offerings. The company’s latest developments include an enhanced returns desk and updated self-checkout lanes that prompt shoppers to scan items they missed.
