Lowe’s executives knew their tool department could be performing better. The user experience was far from positive and foot traffic was down. The space was closed off to reduce theft, had narrow aisles, and overall presented a lackluster point-of-sale presentation. They asked BOLTGROUP to “blow up the tool department” and start over with fresh design thinking for all Lowe’s tool departments across the country.

To gain empathy with the customer, BOLTGROUP conducted in-store ethnographic research with hidden video cameras and held face-to-face interviews with shoppers. We studied and profiled both professional contractors and everyday consumers, uncovered the problems and opportunities in the Lowe’s Tool Department, and went to work.

BOLTGROUP redesigned the architectural space plan, the display fixtures, and the “How to Buy” communication panels. Here we used product information in ways that were appropriate for the consumer without talking down to the contractor. In addition, we created branding and messaging for new point of sale merchandising that unifies the department and clearly guides customers to the products for which they’re looking.

• Lowe’s new Tool World was unveiled to wide praise from contractors and consumers
• Introduced ample width aisles and lower product racks
• Designed engaging displays and more helpful product messaging
• Received powerful impacts on revenue generated from the department