Lowe's 2001 Annual Report Download - page 15

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WE SPEAK YOUR LANGUAGE
Lo we’s has been welco med into o ver 100 millio n living roo ms, o r 98% o f all ho useho lds in the co untry,
since we launched natio nal, netwo rk advertising in prime time. In co ncert with regio nal television,
radio and newspaper ads, this strategy is building awareness acro ss the c o untry and furthering the
serio us wo rk o f making Lo we’s Ho me Impro vement Wareho use a ho useho ld name.
No t o nly do es Lo we’s invest heavily in mass market media, we also believe that special media and
spo nso rship pro grams further endear Lo we’s to American families. As official ho me impro vement supplier
to Biltmo re Estate in Asheville, N.C., a natio nal histo ric landmark, Lowe’s is taking care of America’s
largest ho me. Thro ugh Spe cialtie s o f the Ho use , a series o f ho w-to vignettes, Lo we’s and the Biltmo re
Estate are giving viewers rare, behind- the-scenes insights into ho w experts maintain, deco rate and
preserve this masterpiece and ho w they can do the same in their o wn ho mes.
Because we kno w o ur custo mers, Lo we’s has the ability to speak to them in ways relevant to their
lifestyles. Lo we’s Cre ative Ide as magazine offers inspiratio n to mo re than 20 millio n ho meo wners annu-
ally, while o ur Garde n Club and Woo dwo rke r’s Club publicatio ns get to the heart of so me of America’s
favo rite past times. Award-winning custo mer relatio nship marketing pro grams also create bo nds with
repair and remo deling pro s and pro perty managers fo r who m ho me impro vement is a professio n as well
as a passio n.
The co mbinatio n of bricks and clicks speaks vo lumes to custo mers who want to sho p o nline, o r just do
their ho mewo rk befo re visiting a sto re. Lo wes.co m lets visito rs custo mize their experience based o n
perso nal interests in everything fro m ho me déco r to running a deck-building business, learn abo ut a
brand, sho p fo r a pro duct o r apply fo r a po sitio n at Lo we’s.
Team 48 is driving ho me the Lo we’s message with custo mers, emplo yees and race fans. Po pular ro o kie driver
Jimmie Jo hnso n, part o f the winning Hendrick Moto rspo rts team, is already making an impressive sho wing
fo r Lo we’s Team 48, and Lo wesracing.co m has beco me o ne of the mo st-accessed fan sites in racing.
Lowe’s marketing speaks to customers in ways
that are meaningful to their lifestyles.
Existing Sto res
New Sto res in 2001
Distributio n Ce nters
A K . . . . 2
A L . . . . 2 5
A R . . . . 9
A Z . . . . 1 2
CA . . . . 4 4
CO . . . . 8
CT . . . . 5
D E . . . . 5
FL . . . . 5 0
G A . . . . 3 7
H I . . . . 2
I A . . . . 5
I D . . . . 2
I L . . . . . 1 6
I N . . . . 3 2
KS . . . . 6
K Y . . . . 2 3
L A . . . . 1 4
M A . . . 6
M D . . . 2 1
M I . . . . 2 7
M O . . . 2 1
M S . . . . 1 1
M T . . . . 1
N C . . . . 7 4
N E . . . . 3
N J . . . . 1 8
N M . . . 4
N V . . . . 8
N Y . . . . 1 6
O H . . . . 5 7
O K . . . . 1 6
O R . . . . 5
P A . . . . 3 5
R I . . . . 3
S C . . . . 3 1
S D . . . . 1
T N . . . . 3 6
T X . . . . 7 5
U T . . . . 9
VA . . . . 4 6
WA . . . 2 5
W V . . . 1 2
W Y . . . 1
TOTAL
Lowe's Stores
( Includes pro jected sto re o penings in fisc al 2002)
859