Lowe's // Platform Innovation
PROBLEM: Lowe's needs its Smart Home offerings to compete on a large scale.
SOLUTION: Market Lowe's Smart Home technology to aging seniors as a way for them to maintain their health, capability and independence.
trying to sell Smart Home technology found that their in-store is disorganized, they are behind Amazon, Google, Walmart — Lowe’s and its competitors are vying for the same early adopting consumer.
While Lowe’s stands for X, it doesn’t feel right for them to play in the Smart Home space without because they aren’t a tech company.
But that liability, not being a tech company, is exactly Lowe’s asset. lowe’s shouldn’t be talking to early adopting tech consumers trying to look like a tech company. lowes needs to talk to a huge, overlooked audience that could really use assistive devices and have the disposable income to transform their home into an integrated, assistive space. Seniors.
Once we see these devices as assistive rather than additive, our entire perception of Lowe’s and the role of home technology changes. The Internet of Things, connected devices in the home, can empower independent home living. This changes the very nature of aging at home. This changes the relationship Lowe’s’ consumers currently have with their aging family members. Assistive home technology allows people to monitor the safety and well-being of their aging loved ones. That means more visits and less checkups.
To get these assistive tools like X and Y into their hands and homes, we found the best approach is to communicate the advantages to the aging senior’s loved ones. This audience wants to know Mom is safe. Lowe’s can connect them with security and monitoring devices then expand to other home tools after this foundation.
I just want to know my Mom's safe when I'm not there.
Genevieve T., 61-year-old Columbus resident
INSIGHT: Smart Home technology allows us to worry less about our aging loved ones. This leads to more visits and less checkups.
AUDIENCE: "Care Pairs" (Baby Boomers and their aging parents) – Aging persons want independence and quality of life. Their loved ones want safety and security. Lowe's can leverage this relationship to better integrate the brand's Smart Home lineup with the aging seniors who can benefit most from these helpful products.
OPPORTUNITY: Lean into the human empowerment that these tools provide.
STRATEGY: Lowe’s empowers Care Pairs by making homes more human.
CONCEPT: Making homes more human.
TAGLINE: "Homes for the People Who Live in Them."
Intuitive / Empathetic / Genuine / Helpful / Dependable
LOWE’S IS NOT:
Over-simplified / Sappy / Soft / Hurried / Expected
Team // ST Andrew Tuchow // CBM Rachel Cohen // XD Sarah Burley // CW Christa Prater // AD Brittani Kelzenberg