Published on: September 19, 2011by Kevin Coupe
Interesting story the other day in Advertising Age about a new program developed by one of the nation’s largest DIY retailers, especially because it seems to have implications for retailers in other segments.
The Lowe’s initiative is called “Never Stop Improving,” and according to the story, “at the core of that offering will be the ability for consumers to easily access records of everything they've purchased at Lowe's, including information such as owner's manuals, warranties and extended protection plans. Consumers will also be able to personalize the application with dimensions of rooms in their homes and colors used in those rooms, for example. Eventually, there will be ‘envisioning’ tools that allow consumers to virtually view various configurations of colors and flooring for their homes, as well as develop wish lists.”
The goal of the program is to firmly establish what Lowe’s sees as its differential advantage in the marketplace, and by being more user-friendly, create a stronger connection between it and its shoppers that will end up in more business.
All of which strikes me as really smart ... and hardly confined, in theory, to the DIY business.
Even in recessionary times - or perhaps especially in recessionary times - retailers need to find a way not just to be a source of product for shoppers, but a resource for information. Providing greater amounts of data - whether it is a record of products bought, as well as detailed and contextual information about how to use them and what impact they will have on users - can end up being a competitive edge for companies that do it well.
- KC's View: