Lowe's loyalty program's core objective? Drive one more trip [Yahoo! Finance]
Lowe's Companies, Inc. (LOW)
Last lowe's companies, inc. earnings: 2/26 06:00 am
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Source: Yahoo! Finance
A good loyalty program encourages shoppers to come back time and again. However, not all businesses operate on the same customer frequency — and sometimes different audiences can visit the same company for different reasons. Lowe's dual loyalty programs for homeowners and professional contractors are centered around driving more trips — based on how much those cohorts already shop with the home improvement retailer, according to Amanda Bailey, VP of customer marketing and loyalty at Lowe's, who spoke during a session last week hosted by CX Dive for the Loyalty 2.0 webinar The retailer wants its pro loyalty customers to visit Lowe's at least 10 to 20 times more than they might in a given year, according to Bailey. In contrast, many homeowners only ever use Lowe's once or twice — so driving a couple more visits with its loyalty program could have a very large impact on the business. “Loyalty is a long game, and so just be really focused on, ‘What is your core objective?'” Bailey
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- LOW's page on the SEC website