Business

Lowe’s revamps website geared toward professional customers

Lowe’s Vice President for Pro Services Mike Horn (right) talks about the store’s new Pro Services initiative while at the Perimeter Parkway store in Charlotte in March 2014.
Lowe’s Vice President for Pro Services Mike Horn (right) talks about the store’s new Pro Services initiative while at the Perimeter Parkway store in Charlotte in March 2014. dtfoster@charlotteobserver.com

Mooresville-based Lowe’s Cos. has revamped its LowesForPros.com site in an effort to attract and retain professional customers.

In a statement Monday, the home improvement company said it used feedback from professional customers, including property management companies, to test and launch the improved site.

Lowe’s has been stepping up its marketing to professionals for several quarters now. Although pros make up a relatively small portion of Lowe’s shopper base, they generate a larger percentage of total revenue because they reliably and frequently place big orders. And the pro business is growing faster than the general home improvement market, Lowe’s has said.

The upgraded website allows shoppers to build their own product catalogs, search for over 500,000 items, pick up online orders in-store or have them delivered to their business or job site, integrate their Lowe’s account receivables information, and save 5 percent on purchases using a Lowe’s Business Credit card.

“LowesForPros.com helps Pros save time, money and run their businesses as efficiently as possible,” said Mike Horn, Lowe’s vice president of ProServices. “This new website was designed by the pro, for the pro.”

Many young Americans are renting instead of buying a house. Lowe’s management recently said the retailer is marketing to the professional customer because it sees an opportunity for growth in the current apartment-building boom.

Lowe’s, the second largest home improvement retailer in the U.S., has more than 1,840 home improvement and hardware stores in the U.S., Canada and Mexico.

Katherine Peralta: 704-358-5079, @katieperalta

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