Lowe's 2011 Annual Report Download - page 6

Lowe’s Companies, Inc. 2011 Annual Report
Two-thirds of home improvement customers shop across competitors. We
strive to convert cross-shoppers into loyal Lowe’s customers by further dif-
ferentiating the customer’s experience, which requires us to provide solu-
tions and earn trust across all seven stages of home improvement projects.
The stages aren’t always linear. They may happen very quickly or over several
months. Regardless, from inspiration and planning through finishing and
enjoyment, we will be there to pull together the best combination of possibili-
ties, support and value.
Inspiration
Every project starts with hope and excitement, and a desire to improve one’s home. We provide inspi-
ration to customers as they consider the possibilities for their living space. Creative Ideas magazine,
with over 3 million subscribers, is a trusted source for the latest styles and trends. In fact, the iPad
app for Creative Ideas is one of the most popular free apps in the iTunes store. Additionally, through
an exclusive partnership beginning in 2012, Houzz.com’s image gallery and articles will be inte-
grated into the mylowes experience, allowing consumers to draw from a wide assortment of inspira-
tional content.
Planning
Planning a project can be a complicated process that leaves many customers worried about cost,
and overwhelmed with decisions. Customers are able to prepare for their projects by using mylowes,
an individualized portal which keeps all job specifications and product samples in one location that is
accessible from anywhere. Our associates and online videos can also assist the customer with proj-
ect-specific details.
Developing
Customer
Relationships