Lowe’s Petco Partnership
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Lowe’s has been in the news lately, thanks to their new partnership with Petco. Yes, Petco, the pet food and supply chain.
Lowe’s press release says that their first Petco store-in-a-store will open at their Alamo Ranch, Texas location this month – February 2022.
There are plans for Lowe’s to expand this concept to 14 additional store locations in Texas, North Carolina, and South Carolina by the end of March 2022.
The idea is for Lowe’s to offer “trusted products, services, and expertise – for both home and pets – into one convenient stop at select Lowe’s locations.”
Lowe’s New Origin21 Brand
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In other news, Lowe’s has also launched Origin21, a new home décor brand that they say will “deliver approachable, modern design for everyday living.” This is part of Lowe’s “House of Style” campaign that “aims to surprise customers with the unexpected style finds for the whole home.”
Origin21 products are “designed by Lowe’s” for “the stylish, trend-seeking millennial customer looking to modernize their home style.”
Lowe’s Origin21 collection will include things like pillows, rugs, patio furniture, light fixtures, faucets, and fake plants.
The pieces from Origin21 feature clean lines, soft curves and natural materials that can stand alone or flow together in a single space. Architectural details and nods to mid-century modern and Scandinavian design round out the collection.
New MVP Pro Rewards Program
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Nearly one year ago, Lowe’s announced an “upgraded Pro shopping experience”, with features such as phone charging stations, windshield cleaning, free tire air, and a new “convenience rack” with snacks and essentials at pro checkout stations.
Now, they’re launching a new “MVPs Pro Rewards” program. It is available today in “select regions” and will roll out nationwide in March 2022.
Lowe’s says:
Complementing Lowe’s strong credit offerings (5% off every day on eligible purchases, to 0% interest for 60 days for Lowe’s Business Advantage accounts), Lowe’s MVPs Pro Rewards offers new and existing loyalty members benefits…
The new benefits include:
- e-gift cards earned on eligible purchases
- Access to “business resources”
- Exclusive offers
- “A chance to win incredible prizes”
- A simple mobile and online user experience
Details are still vague, but we hope to learn more next month.
For instance, there will be “MVPs Bonus Points that can be used for additional exciting rewards helping Pros invest in their businesses and themselves.”
Examples of “incredible prizes” include “Ford F-Series trucks that serve as many Pros’ mobile offices, and custom-built local advertising packages.”
Exclusive offers will include “rewards on eligible paint purchases” and “free select snacks or drinks.”
Discussion
Two years ago, Lowe’s promised they would be revamping their website, but I have not noticed any improvements. Last year, they rolled out an “upgraded Pro shopping experience,” but I’m not sure anyone felt those changes.
Lowe’s My Lowe’s membership program fizzled over the years. Will this new Pro-focused program be any different?
I’d like to be optimistic, but as details are still a bit vague, open-minded is the best I could do right now.
The new program is introduced in press materials as “Lowe’s MVPs Pro Rewards and Partnership Program.” The rewards aspect is vague, but seemingly straightforward. What will the “partnership” side of the program entail?
The press material discusses how they’re “deepening” their partnership with Pro customers.
We are committed to a true business partnership mindset to help Pros as they grow their businesses and their futures.
I’m not sure what this means, but it suggests there will be more to this MVPs program over time.
As for the Petco store-in-a-store concept that’s launching at 15 stores over the next few weeks, I suppose that makes sense.
Lowe’s is going after “millennial customers” with products that pair “function and beauty through on-trend items each season.” They’re not just increasing their selection – they launched a new “exclusive” brand to do this.
Do you think these new developments will increase Lowe’s appeal to broad types of customers?
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