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 :PVS 5PPMLJU /FXTMFUUFS
5PQ $ISJTUNBT %FDPSBUJOH %P T BOE %POU T
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: