Lowe’s has updated its mobile application with targeted, in-store features that help consumers looking for something specific while shopping.

The home improvement retailer has revamped its iPhone app with new features that focus specifically on helping consumers navigate the in-store experience. The app also includes deeper integration with Lowe’s MyLowe’s loyalty program.

“The latest Lowe’s app update is a natural evolution in our efforts to deliver a compelling experience for our customers, regardless of channel,” said Sean Bartlett, director of mobile platforms at Lowe’s, Mooresville, NC.

“Since our introduction of the Lowe’s mobile portfolio, we’ve enabled customers to easily access store information, real-time inventory, their MyLowe’s account, ratings and reviews and purchase history,” he said.

Mobile improvement
The Lowe’s app has been updated so that consumers can view the location of any in-stock item. After consumers set a store as their primary location, a button pops up on product pages that shows consumers the specific aisle where the item is located within the store.

The button also directs consumers to an interactive map of the individual store where they can zoom in closer on the store aisle. Additionally, the map highlights other key areas of the store, such as customer service, product pick-up and store returns.

Consumers can also make lists of products that are available at their store via the Quick List feature.

Quick List then pulls all stored products that have in-store availability into a map that shows where the products are available in the store.  The app’s built-in bar code scanner can also be used to create an in-store map.

The app has been updated so that consumers can filter search results that are available at a store. There is also a feature that lets consumers now search for in-stock products in their chosen store or shop directly.

Additionally, Lowe’s loyalty program MyLowe’s is integrated into the app. Consumers that have added products to a list can view them on a store-specific map.

A product page showing in-store availability

Building mobile relationships
Lowe’s has been steadily building up its mobile strategy in the past few years, with an emphasis on enhancing the in-store experience.

Most recently the company launched mobile and social campaigns on Vine and Facebook to encourage consumers to get a head start on spring projects (see story).

Additionally, Mr. Bartlett spoke at the 2013 Mobile Marketing Association Forum San Francisco earlier this year and said that 20 percent of the retailer’s traffic comes from mobile (see story).

As marketers look to build out second and third-generation apps, in-store modes are likely to be a big need for retailers.

“Retailers are looking for ways to enhance both convenience as well as engagement,” said Matt Garrity, director of business development at Canvas, New York.

Mr. Garrity is not affiliated with Lowe’s. He commented based on his expertise on the subject.

“When executed properly, the in-store app can give the retailer an advantage by inviting the consumer to take action,” he said. “The more invested a consumer becomes in the shopping process, the closer they get to finalizing a purchase decision.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York