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PROJECT

LET’S BUILD SOMETHING TOGETHER DATE

12/3/09

Thursday, December 3, 2009

CLIENT

LOWE’S


OBJECTIVE INCREASE SALES DURING ECONOMIC RECOVERY BY EMPHASIZING DIY PROJECTS

Thursday, December 3, 2009


COMPETITIVE CONTEXT

Thursday, December 3, 2009


CORE COMPETENCY CUSTOMER SERVICE ONE OF THE HIGHEST EMPLOYEE RETENTION RATES

Thursday, December 3, 2009

FOUNDATION FOR THE SUCCESS OF LOWES

COMMITTED TO KNOWLEDGE AND EMPOWERMENT


Thursday, December 3, 2009


WHEN WE SAY “LETS BUILD SOMETHING TOGETHER” Thursday, December 3, 2009


WE AREN’T JUST TALKING ABOUT OURSELVES Thursday, December 3, 2009


OBJECTIVE OF SEGMENTATION STUDY Identify the segment best suited to help Lowe’s transition out of the recession.

Thursday, December 3, 2009


N I A M

57%

Thursday, December 3, 2009

ITS

25%

REPLICATORS

S R E N I TA

FIX-

IDEA SEEKERS

WHY DO PEOPLE SHOP AT LOWE’S?

10% 8%


N I A M

Thursday, December 3, 2009

FIX-

ITS

REPLICATORS

S R E N I A T

IDEA SEEKERS

WHY DO PEOPLE SHOP AT LOWE’S?

SHOP TOGETHER, WORK TOGETHER

SHOP ALONE, WORK WITH FRIEND

SHOP ALONE, WORK TOGETHER

SHOP ALONE, WORK ALONE


REPLICATORS DO NOT NEED ADVICE

PRICE INSENSITIVE

IDEA SEEKERS

REPLICATORS

BIG BASKETS

Thursday, December 3, 2009

SMALL BASKETS FIX ITS

WORK ALONE

REPLICATORS - 8%

PRICE SENSITIVE

MAINTAINERS

age

41 - 70

gender

more male than female

time to shop

sundaytuesday

WORK TOGETHER NEED ADVICE


REPLICATORS PSYCHOGRAPHICS “IF IT LOOKS GOOD I’D DO IT” DOMINANT PERSONALITY TRAIT

IF I HAD 1 MILLION DOLLARS I WOULD... BRAG ABOUT MY SEVERAL LUXURY VACATIONS TO MY FRIENDS THROUGH HUNDREDS OF PICTURES

I GET THE LAST WORD ON EVERY CONVERSATION

REPLICATORS CAR MODIFICATION CHROME FRAMED VANITY PLATES

Thursday, December 3, 2009

SATURDAY NIGHT PLANS A MEAN GAME OF BRIDGE... THAT I WIN!


IDEA SEEKERS DO NOT NEED ADVICE

PRICE INSENSITIVE

IDEA SEEKERS

REPLICATORS

BIG BASKETS

Thursday, December 3, 2009

SMALL BASKETS FIX ITS

WORK ALONE

WALKABOUTS- 10%

PRICE SENSITIVE

MAINTAINERS

age

26-70

gender

more male than female

time to shop

saturday

WORK TOGETHER NEED ADVICE


IDEA SEEKERS PSYCHOGRAPHICS “MY BOREDOM LEADS TO CREATIVITY” DOMINANT PERSONALITY TRAITS

IF I HAD 1 MILLION DOLLARS I WOULD... I WOULD VISIT EVERY FRANK LLOYD WRIGHT BUILDING EVER BUILT

IDEA SEEKERS CAR MODIFICATION GPS

Thursday, December 3, 2009

CONSTANTLY CHECKING THINGS OFF THEIR BUCKET LIST

SATURDAY NIGHT PLANS GO ON AS MANY HOLIDAY HOUSE TOURS AS POSSIBLE


FIX-ITS DO NOT NEED ADVICE

PRICE INSENSITIVE

IDEA SEEKERS

REPLICATORS

BIG BASKETS

Thursday, December 3, 2009

SMALL BASKETS FIX ITS

WORK ALONE

FIX-ITS - 25%

PRICE SENSITIVE

MAINTAINERS

WORK TOGETHER NEED ADVICE

age

22-40

gender

even split

wednesday time to shop through sunday


FIX-ITS PSYCHOGRAPHICS “I ONLY DIY AFTER SOMETHING BREAKS” DOMINANT PERSONALITY TRAITS

IF I HAD 1 MILLION DOLLARS I WOULD... GAMBLE MY MONEY AWAY IN VEGAS, AS QUICKLY AS POSSIBLE

CAR MODIFICATION NEW TRANSMISSION

FIX-ITS

LIFE’S A PARTY UNTIL SOMETHING GOES WRONG

SATURDAY NIGHT PLANS WON’T REMEMBER ON SUNDAY

Thursday, December 3, 2009


MAINTAINERS DO NOT NEED ADVICE

PRICE INSENSITIVE

IDEA SEEKERS

REPLICATORS

BIG BASKETS

Thursday, December 3, 2009

SMALL BASKETS FIX ITS

WORK ALONE

REGULARS- 57%

PRICE SENSITIVE

MAINTAINERS

WORK TOGETHER NEED ADVICE

age

22-70

gender

more female than male

saturday and time to shop sunday


MAINTAINERS PSYCHOGRAPHICS “MY SECOND JOB IS MY HOME” IF I HAD 1 MILLION DOLLARS I WOULD...

DOMINANT PERSONALITY TRAITS

ADOPT A HIGHWAY

CAN’T LEAVE THE OFFICE UNLESS THE IN BOX IS EMPTY

MAINTAINERS CAR MODIFICATION YANKEE CANDLE AIR FRESHENER

Thursday, December 3, 2009

SATURDAY NIGHT PLANS HOSTING TUPPERWARE PARTY


N I A M

57%

Thursday, December 3, 2009

FIX-

ITS 25%

REPLICATORS

S R E N I A T

IDEA SEEKERS

WHY DO PEOPLE SHOP AT LOWE’S?

10% 8%


INSIGHTS Regular house maintenance can be a tool for relationship maintenance. In real life the true joy of doing something is when you know you’ve got it done.

Thursday, December 3, 2009


STRATEGY

LOWE’S KNOWS REAL LIFE

Thursday, December 3, 2009


CURRENT TRENDS IN DIY CLASSIC AMERICAN DAD FAMILIES WITHOUT FLAWS PERFECT PROJECTS

Thursday, December 3, 2009


CURRENT TRENDS IN DIY CLASSIC AMERICAN DAD FAMILIES WITHOUT FLAWS PERFECT PROJECTS

Thursday, December 3, 2009


CLASSIC AMERICAN DAD? Sometimes the one who writes the check isn’t the one who knows how to hammer a nail.

Thursday, December 3, 2009


CURRENT TRENDS IN DIY CLASSIC AMERICAN DAD

FAMILIES WITHOUT FLAWS PERFECT PROJECTS

Thursday, December 3, 2009


FAMILY WITHOUT FLAWS? Not every four year old understands that walls are not canvases.

Thursday, December 3, 2009


CURRENT TRENDS IN DIY CLASSIC AMERICAN DAD FAMILIES WITHOUT FLAWS

PERFECT PROJECTS

Thursday, December 3, 2009


PERFECT PROJECTS It took seven coats to find the right color.

Thursday, December 3, 2009


TIPS FOR YOUR TOOLBOX 5JQT'PS:PVS5PPMLJU /FXTMFUUFS

5PQ$ISJTUNBT %FDPSBUJOH %PTBOE%POUT

Thursday, December 3, 2009


TIPS FOR YOUR TOOLBOX

Thursday, December 3, 2009


SINK PLUMBING

COMMON MISTAKES:

NECESSARY TOOLS:

EMPLOYEE NAME:

CONTACT INFO:

DATE:

Thursday, December 3, 2009

HELPFUL HINTS:


Lowe's Segmentation Study