Lowe’s Launches Online Marketplace, Revamps Loyalty Programs

Lowe’s has revealed key elements of its 2025 Total Home Strategy, including the initial launch of a third-party online marketplace and loyalty program enhancements that will bring its DIY and professional programs into a single ecosystem. The home improvement retailer also plans to open 10 to 15 stores per year for the next several years.

The retailer is working with both new sellers and existing suppliers to populate its new marketplace, with plans to include products at a range of price points designed to appeal to both value-oriented and more affluent customers.

Early in 2025, Lowe’s plans to relaunch its Pro loyalty program as MyLowe’s Pro Rewards, designed specifically for small- to medium-sized business professionals. Lowe’s launched the MyLowe’sRewards program aimed at DIY customers in January 2024; this move will bring both programs into a single ecosystem, using a single “currency.”

For larger-scale professional customers, Lowe’s has enabled a direct interface with supplier systems for large special orders. Lowe’s associates will have instant access to an expanded digital catalog, with features including inventory availability, pricing and supplier services such as jobsite and rooftop delivery. Lowe’s expects to improve its close rate on such orders with this expedited quoting process, capturing more spend by home improvement professionals. Lowe’s said it will rely on major suppliers to execute fulfillment and delivery.

In addition to opening new stores, Lowe’s also plans to expand its rural-oriented product assortments to an additional 150 locations, bringing its rural store count to nearly 500. Customers at these stores can expect to find options in categories such as pet, workwear, auto supplies and utility vehicles.

“As we look ahead to the expected recovery in home improvement, we are making investments to position the company for long-term growth,” said Marvin Ellison, President and CEO of Lowe’s in a statement. “We are evolving our Total Home strategy to help solve our customers’ total home improvement needs with more value and exceptional service.”

Last month Lowe’s launched a Digital Home Platform for members of its MyLowe’sRewards program, providing free personalized information about the products in their home, including warranties, manuals and how-to content. In July 2024 Lowe’s added in-store programmatic audio ads to its in-store retail media network.