“My Lowe’s” Makes DIY Projects Doable

Lowes’ new campaign, “Never Stop Improving,” shows both men and women across all generations that the store will be there for every home improvement projects over their lifetime. Through the “My Lowe’s” online tool and phone app, consumers will be able to access all their records of past purchases at the store, making it easily accessible to remember dimensions, colors, brand and cost, so future purchases are hassle-free. Users of the service will also be able to set themselves reminders for home-upkeep issues, like changing their filters. Oh, the power of convenience… especially appreciated when one is trying to tackle a DIY home project. Taking the consumer ease factor even further Lowe’s could offer free shipping to their customers  by implementing a shipping membership program, much like Amazon’s Prime, a membership that costs $79 for the year.

Lowes’ new campaign is an especially supportive home improvement approach for the female homeowner. Women constantly are assessing their home for what could be updated and fixed to suit her family’s current needs, but do you think she has time to search for the name of her trim paint from 5 years ago? Lowe’s is offering homeowners the vehicle to make home-improvement projects as seamless as possible. Their hope is that consumers will get on board, and stay on board, until they reach their destination.  This platform differs greatly from long-time competitor Home Depot, whose slogan, since 2009, has stood “More saving. More Doing.” To me, this saying conveys the feeling that there will always be more to be done. Women don’t need to be reminded of their to-do list. They don’t want to feel guilty that they haven’t done it all or that there is still more to fix. The missed opportunity is to congratulate them on all of their progress.

Check out their touching, but upbeat video spot, which follows a couple from their first date to a BBQ with their grandchildren, of course with Lowe’s supporting every one of their twirls, dips and spins.

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August 5, 2020
by Mary Lou Quinlan

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