By Crystal Cornelius
BUSI 1200 Section 602
Vs.

Do-it-yourselfers

Small volume


Assistance
purchasing products
Complete projects
on own

Contractors

Large volume

Usually know what
they are looking for

Began 1946 in
Wilkesboro, NC.

Initially involved with
professional builders.

After its first billion
dollar sales year, the
company’s focus
turned do-it-yourself
homeowners (Lowes).

To “provide
customer-valued
solutions with the
best prices,
products and
services to make
Lowe's the first
choice for home
improvement.”


Wi-Fi is all Lowe’s
stores to bring up
projects on Wi-Fi
enabled devices.
Associates have
iPhones to aid in
helping customers
meet their needs
(Castellanos).

Lowe’s has a focus on
women shoppers with:
 Wider aisles
 Effective organization
 Brightly lit aisles
 Bright and fun displays
and commercials
 Whole room displays
(Clemons)



Offers Build and
Grow kids clinics
Kids make a
wooden project
Take home apron,
goggles, and patch



Offers consumers a
credit card
5% off everyday
purchases
If spend more than
$299, pay no interest
for six months




Build profiles of
each room in the
house
Updates on when
filters need to be
changed
Records paint
bought in the past
Can ask project
questions from
home






Departments clearly distinguished
Project ideas for do-it-yourselfers
How-to projects for each room in the house
How-to videos
Buying guide
Project calculator





Lowe’s has advantage in homeowner market
Lowe’s store layout is customer-centric
Home Depot’s store layout is like a
warehouse
Home Depot switched plan for associates to
focus more on consumers
Home Depot introduced Martha Stewart
products to draw in women shoppers





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Castellanos, Dalina. "Customer Service Push at Home Depot, Lowe's and Rivals
Paying off." Los Angeles Times. Los Angeles Times, 15 Aug. 2012. Web. 27 Sept.
2012. <http://articles.latimes.com/2012/aug/15/business/la-fi-homeimprovement-20120815>.
Clemons, Maureen. "Lowe's Knows Women." Brogan & Partners Convergence
Marketing. Brogan & Partners, 21 May 2012. Web. 27 Sept. 2012.
<http://www.brogan.com/blog/lowes-knows-women>.
Dan, Avi. "How Lowe's Plans To Revolutionize Its Customer Experience." Forbes.
Forbes Magazine, 26 Sept. 2011. Web. 27 Sept. 2012.
<http://www.forbes.com/sites/avidan/2011/09/26/how-lowes-plans-torevolutionize-its-customer-experience/>.
"Lowe's Companies, Inc. History." History of Lowe's Companies, Inc. â€
“
FundingUniverse. Funding Universe, n.d. Web. 01 Oct. 2012.
<http://www.fundinguniverse.com/company-histories/lowe-s-companies-inchistory/>.
Lowe's Investor Relations. Lowe's Companies Inc., n.d. Web. 27 Sept. 2012.
<http://phx.corporate-ir.net/phoenix.zhtml?c=95223&p=irol-IRHome>.
Ramos, Rachel Tobin. "Home Depot Woos Women Shoppers with Martha Stewart
Alliance." The Atlanta Journal-Constitution. Cox Media Group, 19 Mar. 2010. Web.
27 Sept. 2012. <http://www.ajc.com/news/business/home-depot-woos-womenshoppers-with-martha-stewart/nQdSq/>.