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Lowe’s enables last-minute Christmas shopping via mobile

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December 20, 2010

Lowes enters the wonderful world of the mobile Web

Lowe's enters the wonderful world of the mobile Web

Lowe’s Companies Inc. is offering three ways for consumers to shop for last-minute holiday gifts: buy in-store, online or through their mobile devices.

For consumers that shop on Lowes.com and the mobile Web site, Lowe’s will guarantee delivery by Christmas Eve for orders placed before Dec. 21. Consumers can order the gifts on-the-go by visiting Lowes.com on their smartphones, place their order and then grab it at their local Lowe’s on the way home from any last-minute shopping sprees.

“The purpose is to facilitate the continuation of the shopping experience,” said Gihad Jawhar, vice president of Lowes.com at Lowe’s, Mooresville, NC. “Customers primarily begin shopping with Lowe’s in a store or through Lowes.com, and the mobile Web site will help to bridge the gap between the two.

“The Lowe’s mobile Web site at http://m.lowes.com is another way for us to be there for our customers regardless of the channel or technology they prefer to use and allows them to access the information conveniently on their terms,” he said.

With fiscal year 2009 sales of $47.2 billion, Lowe’s Companies is a Fortune 50 company that serves approximately 15 million customers a week at more than 1,725 home improvement stores in the United States, Canada and Mexico.

Lowe’s claims to be the second-largest home improvement retailer in the world.

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Mobile Commerce Daily’s Dan  Butcher interviewed Lowe’s Mr. Jawhar. Here is what he had to say:

What is Lowe’s strategy behind the launch of the mobile Web site?
The purpose is to facilitate the continuation of the shopping experience. Customers primarily begin shopping with Lowe’s in a store or through Lowes.com, and the mobile Web site will help to bridge the gap between the two.

For example, we have a gift guide on the Web site and recognize that it drives significant traffic into our stores.

Once in a store, customers still want to reference product descriptions, specifications or even read ratings and reviews to help them make educated decisions.

All of these features are available on our mobile site.

The Lowe’s mobile Web site at http://m.lowes.com is another way for us to be there for our customers regardless of the channel or technology they prefer to use and allows them to access the information conveniently on their terms.

How will Lowe’s get the word out about this mobile Web site?
You’ll see mention of the mobile Web site in multiple avenues, including Lowes.com, TV, print, etcetera. These all offer great opportunities to introduce the technology.

Our goal is to provide a seamless experience for our customers.

Traffic will come from users continuing their relationship with Lowe’s, whether it began on Lowes.com, our more than 1,700 stores or our customer care center.

Will the mobile Web site feature any coupons, offers or promotions?
Yes, most if not all of Lowe’s promotions will be available regardless of your channel preference.

We recently launched a new Lowes.com design which makes finding offers and promotions easier than ever and the same promotional content and savings are available on the mobile Web site.

Again, we’re facilitating the Lowe’s shopping experience for our customers regardless of the channel or technology they prefer to use.

We’re focusing our efforts and building our strategies around customers, not technology.

Can consumers buy products via the mobile Web site? What is the payment mechanism?
Yes, customers can buy products through the mobile site leveraging the same payment types as Lowes.com.

In fact, they can buy products and have them shipped, delivered or pick them up in stores leveraging our new 20-minute guarantee.

By shortening the wait time for customers, now when they place an order on Lowes.com and select “Pick Up In-store Free” as the shipping option, the order will be ready at the store in 20 minutes, guaranteed.

Final Take
How to choose and install landscape lighting

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Dan Butcher is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach him at dan@mobilemarketer.com.

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