Customer Insights, Journey Mapping, Service Design
During Macquarium’s extended CX partnership with leading home improvement retailer, Lowe’s, our customer research consistently showed that customers wanted Lowe’s to know and serve them better both online and offline. We also discovered that customers who are highly engaged with Lowe’s drive larger purchases and greater sales.
This research inspired MyLowe’s, the customer engagement and loyalty platform, which bridges online and offline shopping history, facilitates purchase decisions, and allows customers to store room dimensions and other pertinent home project details like paint colors, in a central, mobile-friendly application that customers could take with them in to the store.
Lowe’s also wanted to further integrate the digital loyalty platform into the physical store. With Macquarium at the helm, the MyLowe’s Live initiative blended the customer support capabilities of MyLowe’s directly into the in-store environment in two key departments: Paint and Appliances.
Using Service Design techniques, Macquarium involved both employees and customers in the design process to create new innovations in store layout, digital displays and service kiosks, customer service methods, and employee engagement.
With the power of the mobile-based MyLowe’s customer history in their hands, Appliance employees were unleashed from their desktops to freely serve customers shopping in appliance aisles, and increase sales. The Paint Center was completely physically redesigned to improve traffic flow, customer service, and integrate MyLowe’s into the paint experience via customers mobile phones, employee tablets, and store kiosks, in Lowe’s first ever omnichannel customer experience. Sales in Appliances and Paint as well as MyLowe’s memberships have increased dramatically.
Customers and employees have been delighted and felt empowered by being included in the Service Design activities. As of 2014, the MyLowe’s program is approaching 18 million passive “purchasers,” and over 7 million “active” members tracking home info with the program.