Lowe's 1997 Annual Report Download - page 8

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their physical ability may be limited; and
they simply have other priorities.
“ This generation will increasingly delegate
home projects. They’ll pay to have their yards
landscaped and a sprinkler system put in.
They’ll contract to have their house painted
and new carpet installed. They’ll hire someone
to cut the grass, wash the windows, and clean
the gutters.
“ The opportunity this presents for Lowe’s is
two-fold. We want to serve the needs of the
professionals who are being hired by our
homeowner customers; and when the home-
owner is buying products directly from us, we
need to offer the attendant services.”
In many cases, the essential service is instal-
lation. “ For instance, flooring is a very popular
home improvement project with Boomers
right now,” says Greg Bridgeford, Senior VP
and General Merchandise Manager - Fashion
Products. “ Consumers are seeing the floor as a
‘fifth wall’—a decorative plane, not just a
functional surface. But flooring installation can
require special skills and tools. I don’t keep a
carpet stretcher in my hall closet; do you? And
mistakes can be costly.” It’s not surprising,
therefore, that in a survey conducted by the
Home Improvement Research Institute (HIRI),
nearly a third of home center customers said
they would use an installation service if one
were available through a retailer they trust.
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