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Industry & Trends

Lowe’s Launches Loyalty Program for DIYers

In an effort to drive sales and buying frequency, big-box home improvement chain Lowe’s has launched its MyLowe’s Rewards program.

The big home improvement chains, Lowe’s and Home Depot, continue to look for that right balance between professional builders and do-it-yourselfers and now Lowe’s has a new program for the latter: MyLowe’s Rewards.

Launched in selected stores in January and being rolled out chain-wide in March, Lowe’s says the new initiative is “a first-of-its-kind loyalty program designed for DIY customers to help them save on items they need for their homes now and earn rewards toward what they want next.”

Lowe’s calls it “a seamless and rewarding shopping experience with exclusive perks for members” and says customers who shop with their MyLowe’s Rewards Credit Card will save 5% every day on eligible purchases.

“Lowe’s has been serving DIY customers for more than 100 years, and now we’re rewarding their longtime loyalty by offering even more value when then they shop with MyLowe’s Rewards,” said Marvin Ellison, Lowe’s chairman and CEO, in announcing the program. “We created this loyalty program with their home improvement needs in mind, just as we did with the MVPs Pro Rewards program for our Pro customers. With MyLowe’s Rewards, Lowe’s is now the only national home improvement retailer with distinct loyalty offerings that cater to both Pro and DIY customers.”

Added Jen Wilson, Lowe’s senior vice president of enterprise brand and marketing, “We designed MyLowe’s Rewards based on our deep understanding of the DIY customer, particularly millennial homeowners with families. These customers are trying to make the most of their homes while also looking for experiences for their families.”

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