What Brands Can Learn from Lowe's and Its Digital Customer Experience Initiatives

Customer expectations for shopping experiences, both online and in-store, have profoundly transformed. According to an article by Fast Company, "Consumers have seen what’s possible from today’s forward-thinking brands, and that has set a high bar for every business." One study found that "the biggest challenge to delivering great customer experiences and meeting those expectations is that consumers are rapidly—and continually—raising them. "

Consumers now seek seamless, efficient, and highly personalized buying journeys that cater to their specific needs and preferences. This shift demands that brands significantly overhaul their operational and sales strategies to stay relevant and competitive.

In response to these evolving consumer behaviors, innovative brands are stepping up, redefining the standards for customer engagement and satisfaction. Among these pioneers, Lowe's has emerged as a noteworthy example, leading the way in creating exceptional digital customer experiences.

Lowe's and the Digital-First Customer Experience

According to an article in PYMNTS, Home improvement retailer Lowe's serves as a prime example of how brands can successfully pivot to a digital-first customer experience, particularly in challenging economic times. Despite facing headwinds such as inflation, Lowe's commitment to digital and omnichannel strategies has been a linchpin in maintaining its market strength within the home improvement sector.

Updating Legacy Systems

The key takeaway for brands is the importance of updating legacy systems and leveraging digital platforms to create a seamless, intuitive customer experience.

Marvin Ellison, Chairman, President, and CEO of Lowe's, underscores this approach by highlighting the overhaul of the brand's operating system into a modern omnichannel architecture

"We’re replacing our 30-year-old operating system with a modern omnichannel architecture that will enable a seamless, intuitive customer experience while removing complexity for associates,” he said. "This project has been underway for four years, and we are pleased that we are on track to retire all legacy green screens by the end of this year."

Integrating Online and Physical Shopping

Further illustrating the importance of a digital-first approach, Lowe's has demonstrated that integrating online and physical shopping experiences can significantly enhance customer engagement and sales, even in traditionally hands-on categories like appliances. Lowe's has optimized the shopper's journey by enabling customers to seamlessly transition between comparing options online and experiencing products in-store.

This omnichannel strategy caters to the immediate and non-discretionary needs of the customer. It also positions Lowe's as the go-to destination for major home improvement purchases, showcasing how brands can leverage digital tools to enhance customer convenience and confidence.

Empowering Employees with Technology

Finally, Lowe's commitment to digital excellence is not just external but also internal, focusing on empowering its employees with technology to improve efficiency and service quality. The company introduced dedicated Zebra smartphones for sales associates. The devices include features designed to optimize task prioritization and provide step-by-step instructions for projects.

Bill Boltz, Executive Vice President of Merchandising at Lowe's, emphasized the impact of this approach. He said the new system "automatically prioritizes planogram changes, pricing updates, and other projects to optimize associates’ time on the most efficient, highest value next task. And it also gives associates step-by-step instructions to maximize productivity and minimize the learning curve for new associates. This app was built internally to seamlessly integrate with our other mobile apps.”

Overall, these changes demonstrate how internal technological investments can facilitate a better customer experience.

How Brands Can Learn from Lowe's

By focusing on both the digital and physical aspects of the customer journey, Lowe's showcases the importance of a cohesive strategy that allows consumers to smoothly transition between online research and in-store experiences. This approach not only caters to the immediate needs of the customer but also positions the brand as a trustworthy resource for major purchases, thereby boosting customer confidence and satisfaction.

To replicate Lowe's success in enhancing the digital and omnichannel customer experience, brands should consider the following steps:

• Audit Existing Systems: Identify and evaluate the inefficiencies of current legacy systems that could hinder a seamless customer experience.
• Invest in Modern Technology: Commit to upgrading systems with modern solutions that support omnichannel strategies, ensuring a seamless and intuitive customer interface.
• Integrate Digital and Physical Experiences: Create a cohesive customer journey that allows for fluid movement between online research and in-store shopping experiences.
• Empower Employees with Tools: Adopt technology that enables employees to improve service quality and efficiency, such as mobile devices with specialized apps for task management.
• Foster Continuous Improvement: Continuously evaluate and adapt digital strategies based on consumer feedback and technological advancements to stay ahead of evolving customer expectations.

By following these steps, brands can enhance their digital customer experience, mirroring Lowe's successful integration of technology to meet and exceed customer expectations in the digital age.

Build a Better Digital Customer Experience

Consumer brands will continue to compete based on factors like price and product innovation, but customer experience is quickly becoming a differentiating factor. Companies that take innovative steps like Lowe's will be at the forefront of the customer experience revolution.

To learn more about how you can create a better customer experience through digital transformation, don't miss the next eTail event. It's happening in Boston, Massachusetts at the Boston Marriott Copley Place from August 12th to 15th.

Download the agenda and register for the event today.