Problem: The two leaders in the home-center category, Lowe's and Home Depot, are targeting the same people with the same message: Hey older millennials, you just bought your first home and don't know anything! We can help you!

Depending on region, there still exists a large group of consumers, and also contractors that are actually experienced and depend on hardware stores for their business or hobbies. To avoid crowds and less-than knowledgeable employee's, these people have taken their business to lumber yards and smaller local hardware shops despite the extra cost and travel.

Reality: Lowe's gathers a significant source of revenue from professional builders and contractors. 

Strategy: Leverage the knowledge and expertise of Lowe's Pro-services department to bring back those more professional consumers while also attracting the inexperienced builder looking for the most professional service and expertise.

Insight: Many consumers, particularly male consumers, feel talked down to and more knowledgeable than these big box retailers. They want to shop, well, where the pros go.


Written, voiced, and edited by Spencer Isaac