Launches Lowe’s digital tools for pro customers

Dive Brief:

• Intensifying its pursuit of pro customers, Lowe’s has introduced the Lowe’s MVPs line of business tools. Home improvement retailer announced on Monday.
• Through the retailer’s website and mobile app, customers can get online pricing for their supplies, reorder frequently purchased products, and track their orders. Silver Tier MVP Pro Rewards members and above receive discounts on orders of $1,500 or more.
• The retailer says the tools are aimed at enhancing its MVP Pro Rewards and Affiliate programs, which allow members to earn bonus points on select items, “painting rewards” and more.

Dive Insight:

Lowe Professional continues to tempt its customers with new services and incentives. Last August, the home improvement retailer announced it wanted to better serve professional customers with new fulfillment and delivery pilots. This includes launching a Pro Fulfillment Center in Charlotte, North Carolina that will serve customers Same and next day deliveries.

According to internal research, 61% of Pro members want retailers to help them shop faster, so they can get their work done as quickly as possible.

“We know time is money for Pros. As demands on their time increase, new technologies like MVPs Business Tools help Pros be more efficient and focus on their business,” said Tony Hurst, senior vice president of Pros and Services, in a statement. They replicate our shopping experience so pros can manage their orders from anywhere – whether that’s at work, at home or out on the town.”

But as Lowe’s focuses on pro customers, rival Home Depot has largely been the segment’s destination. Home Depot launched features on its B2B site last year aimed at enhancing the quote and connected shopping experience for its pro customers.

It follows the release of new digital tools for Pro customers Mixed Q4 results For Lou. The retailer reported net sales of $22.4 billion in the quarter, up 5.2 percent year-over-year. However, retail revenue was down 8% and 16% in the quarter.

Still, Pro customers continued to outnumber DIY customers in the fourth quarter. “We’re working hard with our pros to grow our MVPs Pro Awards and partnership program. Building relationships through our CRM tool; And we’ll continue to enrich our product portfolio to meet professional needs,” CEO Marvin Ellison said in a call with analysts at the time, adding that the retailer is bringing Klein tools back into its portfolio to help further improve it.