Dive Brief:
- Lowe’s has launched MyLowe's Rewards Kids Club, a feature that lets members access children’s events and track their progress within Lowe’s loyalty program, the company announced Thursday.
- The option builds on Lowe’s existing Kids Workshops, which offer free monthly DIY projects for children and their families. By adding their children to their loyalty profile, Kids Club members can earn badges and receive a free tool bag after collecting 12. They also get a free lollipop on every in-store visit.
- "MyLowe's Rewards Kids Club is about creating real moments of connection for families," said Amanda Bailey, VP of customer marketing and loyalty, in a statement.
Dive Insight:
Lowe’s is evolving its loyalty program by combining promotions, early access to deals and unique in-store experiences.
With efforts like Kids Club, the home improvement is expanding MyLowe’s Rewards reach through “great member-only moments,” SVP of Digital Commerce Joe Cano told CX Dive.
“Sometimes it's not even around product but around saying, ‘Hey, we care about you as a customer and as a family,’” Cano said. “We want you to feel very invited and to come in whenever you want to.”
The Kids Workshops, which Cano described as a “playroom” within the store, are just one of several kinds of events the retailer is using to build relationships with its loyalty members. The company has hosted Ladies Night Out and Family Night Out events as well.
Beyond events, price plays an important role in MyLowe’s Rewards. The loyalty program informs customers about promotions based on projects they’ve expressed interest in with an eye toward helping them find discounts, according to Cano.
“Prices are high, people are being a little more budget conscious, and so we want to make sure we're offering the best product out there at the best price,” Cano said. “And so that's the thing that we're really focused on: How do we actually ensure that our loyalty members can see the value in what we're offering?”
