Shopper Marketing - April 2016

Shopper Marketing - April 2016 - 28 PROGRAMS Lowe's Fits Manhattan Home improvement retailer launches small-format urban locations By Samantha Nelson neW York - Lowe's spent months studying urban customers' lives, shopping norms and needs when developing its first small-format prototype designed to infiltrate these densely packed markets. Rather than just trimming its existing 112,000-square-foot model to fit a small urban location that offers only a quarter of the space, the home improvement retailer realized it would have to build a new format from the ground up, said vice president of market and concept development Jonathan Luster during a panel discussion at the National Retail Federation Retail's Big Show in January. 28 y SHOPPER MARKETING APRIL 2016 The retailer's findings impacted not only inventory at its two small-format locations - which w a s a d j us te d from the assortment in a typical store to offer more products tailored to small apartments - but also the services offered. Lowe's opened its first urban store in New York (in Manhattan's Upper West Table of Contents for the Digital Edition of Shopper Marketing - April 2016ContentsShopper Marketing - April 2016 - IntroShopper Marketing - April 2016 - 1Shopper Marketing - April 2016 - 2Shopper Marketing - April 2016 - 3Shopper Marketing - April 2016 - ContentsShopper Marketing - April 2016 - 5Shopper Marketing - April 2016 - 6Shopper Marketing - April 2016 - 7Shopper Marketing - April 2016 - 8Shopper Marketing - April 2016 - 9Shopper Marketing - April 2016 - 10Shopper Marketing - April 2016 - 11Shopper Marketing - April 2016 - 12Shopper Marketing - April 2016 - 13Shopper Marketing - April 2016 - 14Shopper Marketing - April 2016 - 15Shopper Marketing - April 2016 - 16Shopper Marketing - April 2016 - 17Shopper Marketing - April 2016 - 18Shopper Marketing - April 2016 - 19Shopper Marketing - April 2016 - 20Shopper Marketing - April 2016 - 21Shopper Marketing - April 2016 - 22Shopper Marketing - April 2016 - 23Shopper Marketing - 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