MOORESVILLE, N.C. — Lowe's Cos. Inc. is focusing on DIY customers with a new loyalty program with member-only benefits.
The Mooresville-based retailer is rolling out MyLowe's Rewards in select markets from Troutman to Lancaster, including Greater Charlotte. It is scheduled to expand to more than 1,700 retail stores nationwide in March.
This makes Lowe's the only national home improvement retailer offering loyalty to both professional and DIY customers. DIY sales account for 75% of the company's business.
MyLowe's Rewards allows members to save through exclusive offers and early sale notifications. Wilson said each purchase earns her MyLowe's Money points that can be used toward future purchases.
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“We recognize that we have two very different groups of customers with unique needs. Rather than a one-size-fits-all approach to loyalty, we want to engage our entire customer base with the benefits that matter most to them. “It's important to offer loyalty benefits that are inclusive of customer loyalty,” said Jen Wilson, Lowe's senior vice president. President, corporate brand, marketing.
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