Strengthening Brand Purpose

An excerpt from PSFK’s Lowe’s Case Study

By supporting its community of DIY consumers, employees, pros and retail partners, Lowe’s has taken care to prioritize its relationships, placing purpose and people ahead of profit, and in turn effectively gaining greater brand affinity. This purpose-led retailing strategy came to life through a number of initiatives rolled out in 2020, including ‘The Home Team’ campaign, a localized marketing campaign around the concept of home, showcasing 32 NFL players, their own DIY projects and the community give-back programs they’re involved with within their hometowns. Connecting consumers with their favorite teams and players within a dual social sharing and shopping experience, The Home Team offered both Lowe’s and the NFL to create personal moments of connection within a digital-first retail landscape.

While Lowe’s was granted essential retailer status throughout ongoing lockdowns across the U.S., its employees we’re on the frontline of the pandemic, and their safety as well as that of its consumers was a top priority for the home improvement retailer. Along with implementing contactless solutions across its store locations, reduced hours, and limiting store capacity, quarterly bonuses for all frontline employees were prioritized from top leadership down, ensuring that employees were protected and compensated for their work.

Recognizing the ongoing impact of Covid on local communities and their small businesses that Lowe’s depends on for business, the home improvement retailer has donated $25 million toward small business grants in rural communities. Those struggling businesses include plumbers, electricians and other home professionals who buy supplies at home improvement retailers, but lost business during the pandemic. Further, the introduction of tools like the Lowe’s for Pros JOBSIGHT, a mobile app that allows the retailer’s Professional members to connect with consumers virtually through video chat and guide them through their DIY projects in real time, is another innovative way Lowe’s is ensuring the ongoing success of its community.

Addressing social impact has also been a priority for Lowe’s. In 2021, Lowe’s plans to feature more than 400 products from entrepreneurs in its stores or on its website, and has donated $30 million in grants for minority-owned businesses. To discover and ultimately amplify the reach of entrepreneurs from a diverse range of backgrounds, the retailer has launched the series Making It, where small businesses will be able to pitch their products for the chance to be featured on Lowe’s.com or in-store and receive marketing support and mentoring services.

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