Dive Brief:
- Lowe’s last week launched HomeCare+, an in-home subscription service for its MyLowe's Rewards loyalty members, according to a company release.
- HomeCare+ offers customers two in-home visits per year, where they can choose up to seven services, including electric dryer vent cleaning, HVAC air filter replacement, refrigerator water filter replacement, electric water heater flush, garage door lubrication, smoke and carbon monoxide detector battery replacement, and light bulb replacement. The service automatically elevates rewards members to gold status and includes 5% discounts on certain items.
- The HomeCare+ subscription costs $99 per year and is available to about 75% of homes nationwide, per the release.
Dive Insight:
Lowe’s HomeCare+ is designed to deepen loyalty with its customers.
"HomeCare+ is all about simplifying home improvement and making it easier for our customers," Jen Wilson, Lowe's senior vice president and chief marketing officer, said in a statement. “As AI plays a bigger role in people's lives, and ultimately in their homes, leaning into the power of human connection uniquely positions Lowe's as the most helpful brand in home improvement.”
The HomeCare+ subscription builds on the retailer’s MyLowe's Rewards program, which offers things from personalized benefits and experiences to programs like its Lowe’s Kids Club.
"We know home maintenance can feel overwhelming, whether you're a first-time homeowner, a busy parent or someone who's simply uncomfortable climbing ladders around the home," Amanda Bailey, Lowe's vice president of customer marketing and loyalty, said in a statement. "We consistently hear from customers that small tasks around the house quickly turn into a long to-do list.”
The subscription launch also comes as retail’s home sector faces significant headwinds, including a weak housing market, low consumer confidence and evolving tariff policies.
Lowe’s CEO Marvin Ellison said on an earnings call last month that “many consumers are reluctant to make significant investments in their homes within this challenging macro environment” and that bigger-ticket DIY purchases remain pressured. The retailer cut 600 jobs in February as a way to give it “greater financial agility,” Ellison said.
