Strategic Opportunity and Customer Journey

Market Opportunity

Lowe's demonstrates a distinct competitive advantage in rural and suburban markets, with 75% of sales coming from DIY customers compared to Home Depot's 50%, and a store footprint that extends further into rural areas than its primary competitor. This positioning creates a strategic opportunity to capture greater share of wallet in communities where Lowe's increasingly overlaps with specialized Farm & Home retailers like Tractor Supply.

Target User

The primary target users are first-time homeowners like Megan and Matt, DIY enthusiasts who want to confidently and cost-effectively transform their outdoor spaces while building equity and making their home their own. These consumers seek accessible expertise and ongoing guidance to bridge the gap between their DIY ambitions and actual execution, but often struggle with knowledge gaps, inconsistent motivation, and project follow-through. The Earth & Garden app addresses these pain points through an omni-channel experience that seamlessly integrates digital engagement with in-store expertise, creating year-round touch points that keep customers connected to their outdoor projects and to Lowe's as their trusted partner.

Customer Journey Strategy

Awareness: Get the Word Out

• Multi-channel digital campaign including social media ads, OTT streaming, and influencer partnerships targeting millennial first-time homeowners

• B2B cross-promotions with real estate organizations and mortgage lenders introducing the app at closing

• Integration across Lowe's touch points with dedicated website sections, in-store signage, and certified "Earth and Garden DIY specialists"

Engagement: Create Interest

• Content marketing delivering videos, infographics, and blogs on gardening, patio building, and equipment usage

• Monthly email newsletters with gardening advice, app updates, and special offers

• Website serving as evaluation hub with reviews, testimonials, and competitive comparisons alongside in-store Earth and Garden branding

Consideration: Prove to be the Best Solution

• Proof-driven content including video tutorials, cost calculators, and webinars demonstrating project simplification and cost savings

• Free trial offers and detailed comparisons validating the app's superiority

• Cohesive omni-channel messaging through social ads, emails, and trained in-store employees

Conversion: Download and Get Started

• Seamless registration with incentives like free e-books or tool discounts for new users

• Limited-time offers and exclusive app-only promotions redeemable in-store

• Geolocation notifications, in-store pickup, and exclusive workshops for app users

Retention: Build Loyalty and Advocacy

• Personalized experience with customized content and recommendations based on user data

• Gamification with badges and rewards for project completion

• Community features for sharing achievements and exclusive app-only in-store events

Social Media Strategy

Lowe's aims to leverage social media to engage and empower millennial DIYers that are first-time homeowners. Through strategic promotion, we seek to drive awareness and adoption of our tailored Earth & Garden app, creating an online community of DIYers searching for valuable resources, expert advice, and inspirational projects focused on outdoor and garden projects. This multi-platform approach will meet our target audience where they already spend time, building trust and excitement around the app while fostering ongoing engagement with the Lowe's brand.

Platform Strategies and Key Performance Indicators

Facebook
Create and promote resources that help build an engaged community around outdoor DIY projects, generating enthusiasm from Lowe's target audience. Volume KPIs include page likes, followers, post reach, and shares, while efficiency metrics focus on engagement rate and click-through rate to drive app downloads.

YouTube
Create engaging DIY videos that educate first-time homeowners like Matt and Megan, featuring experts and influencers alongside the Earth and Garden app's multiple resources to promote its capabilities as a DIY assistant. Volume KPIs include subscribers, views, and comments, with click-through rate to app downloads serving as the primary efficiency metric.

Pinterest
Use Pinterest as a source of visual inspiration for our target audience, enabling them to learn from other homeowners, experts, and DIY influencers about design trends and renovation ideas. Volume KPIs include pins, re-pins, and impressions, while efficiency metrics track engagement rate and conversion rate measured by app downloads.

Instagram
Build community among DIYers using user-generated content and influencers to showcase the many functionalities of the Earth & Garden app with the goal of increasing app downloads. Volume KPIs include followers, likes, and comments, while efficiency metrics measure engagement rate, click-through rate to app downloads, and direct messages.

TikTok
Create a space where married millennial DIYers find inspiration and valuable advice from experts and influencers through engaging videos. Volume KPIs include followers, views, and shares, with efficiency metrics focusing on engagement rate and video watch time to maintain audience attention and interest.

Paid Advertising Strategy

Lowe's aims to leverage paid advertising to attract millennial first-time homeowners and increase awareness of the Earth and Garden app and online community. Through strategic targeting, paid ads will connect with our target audience at critical points during the consumer funnel, ensuring each user receives a personalized message tailored specifically for them.

The paid media strategy aligns with the customer journey, deploying specific formats at each stage. During the awareness phase, YouTube ads, OTT streaming, and display prospecting campaigns introduce the Earth and Garden app to new audiences. Engagement is driven through Facebook and Instagram ads that highlight app features and benefits. Consideration stage tactics leverage Google PPC to capture high-intent searchers actively researching DIY solutions. Finally, conversion is optimized through display remarketing campaigns that re-engage users who have shown interest but haven't yet downloaded the app, encouraging them to take the final step.

Project Results

This comprehensive digital marketing strategy for Lowe's Earth & Garden app successfully demonstrated the integration of market analysis, consumer insights, omni-channel planning, and measurable performance metrics required for modern marketing excellence. The project received an A grade from Wake Forest University's School of Professional Studies, validating the strategic approach to breaking the boredom barrier and positioning Lowe's for deeper engagement with its DIY customer base in suburban, exurban, and rural markets.