Lowe's 2014 Annual Report Download - page 4

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First, we are enhancing our relevance to customers through
omni-channel retailing. Customers want to move from
channel to channel, and they want the transition between
channels to be simple and seamless. They do not know that
the website they visited was built in Mooresville, NC, that the
person addressing their questions on the phone is sitting
in our contact center in Albuquerque, NM, or that the item
they just purchased will be shipped from one of our distri-
bution centers to the Lowe’s store near their home. To the
customer, it is all Lowe’s, and we have to be with them every
step of the way—no matter how many steps they take.
We have made great progress over the past few years to
meet customers on their terms, whenever and wherever
they choose to engage. We expect to begin rolling out addi-
tional omni-channel capabilities in 2015.
Second, we are differentiating ourselves through better
customer experiences that make us the project authority.
We have a dedicated team that uses consumer insights to
create experiences that inspire customers and differentiate
Lowe’s in the marketplace. Investing in these experiences
offers insulation from product-focused competitors, creates
service opportunities, and delights customers, which in turn
drives loyalty.
A good example is our Outdoor Living Experience, which
we rolled out to the majority of our stores in advance of
the 2014 spring selling season. This new experience better
positioned Lowe’s as the destination for outdoor living with
coordinated style. It performed very well in 2014, delivering
double-digit comps for the category.
“ WE HAVE TO BE WITH CUSTOMERS EVERY STEP OF THE WAY—NO MATTER
HOW MANY STEPS THEY TAKE.”
2
“ We remain committed to building better
customer experiences by building a
diverse workforce and providing great
tools, processes and training to our
more than 245 thousand associates.”
OMNI-CHANNEL RETAILING