Shopper Marketing - July 2016 - 62


WHO'S WHO IN HARDWARE/HOME CENTERS

LOWE'S

L

owe's stores are larger than their top competitors, averaging 112,000 square feet
plus 32,000 square feet for garden centers.
The chain differentiates itself by using the space
to create bright, open aisles and tall, colorful
display spaces that emphasize creativity and
suggest home project ideas. The sizes of Lowe's
stores allow it to stock products in depth. The
retailer also is honing a small-format urban strategy to reach apartment residents and young
families. That format stocks assortments tailored
for specific city markets in a much smaller space,
and the store footprint varies by city but can
be as small as 30,000 square feet and no larger
than 60,000 square feet. The retailer maximizes
the space by using digital menus and touchscreen displays wherever possible to provide
additional product information. Lowe's can access inventory from nearby traditional stores
to deliver items not stocked within the limited
urban stores. The retailer opened two urbanformat stores in Manhattan in 2015 and one this
year in Chicago's Wicker Park neighborhood.

Must-Know Terms
n

n

n

62

Iris. The retailer's customized smart home system; the next in a series of updates since its
launch will add a professional security monitoring component by the end of 2016 through
a partnership with United Central Control.
Planogram Facility. A devoted location in
North Carolina where buyers review vendors'
displays and signage before implementing
the programs in stores.
Product Differentiation. Lowe's merchandisy SHOPPER MARKETING JULY 2016

n

n

ing strategy of listing unique product attributes or innovation on signage as well as
coordinating products and messages to
promote occasion-based displays with the
goal of creating an in-store experience that
inspires shoppers to consider projects of all
sizes and types.
Value Improvement. Lowe's assortment strategy of consolidating similar products and
improving depth of inventory.
MyLowe's. The retailer's loyalty program,
which saves a purchase history, room dimensions, shopping lists and purchase reminders
in individual accounts accessible online.



Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
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