Lowe’s Canada is one of the largest home improvement retailers in Canada, with a network of more than 469 stores to meet the needs of home improvement DIYers and contractors alike. Lowe’s is one of the brands under the larger Lowe’s Canada umbrella, which also includes RONA, Reno-Depot, and Dick’s Lumber.
Lowe’s was working toward becoming the No. 1 destination for home improvement and construction professionals in Canada. Part of the company’s strategy was to revamp its loyalty program into the new VIPpro, which gives its professional contractor customers preferred pricing, priority service, and access to a strong retail network. Lowe’s Canada wanted to unify the loyalty programs for Lowe’s, Reno-Depot and RONA and maximize the program’s enrollment.
“By unifying and leveraging our customer data across our banners, OSF set the stage for us to provide relevant messaging to our customers. With the personalized email journeys, we’ve maximized the impact of our loyalty program with amazing results. This phase in our digital transformation pushes us closer to our goal of becoming the No. 1 destination for home improvement and construction professionals in Canada.”
OSF Digital built and deployed an email communication strategy on Salesforce Marketing Cloud with different journeys for three separate audiences in English and French. Based on customer data from the retailer’s online and in-store channels, these automated email journeys aimed to onboard and retain subscribers to the new Lowe’s VIPpro loyalty program. For this solution, OSF leveraged several Salesforce Marketing Cloud products: Automation Studio, Contact Builder, Content Builder, Email Studio and Journey Builder.
This targeted journey-based email strategy has performed more than two times better than the regular base performance with loyalty program activations that are 104% higher than previously. Now, Lowe’s Canada has a more personalized shopping experience that will help retain and grow its customer base through the VIP loyalty program.