Challenge

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.

Process

To gain empathy with the customer BOLTGROUP conducted in-store ethnographic research with hidden video cameras and held face-to-face interviews with shoppers. Both professional contractors and everyday consumers were studied and profiled. We 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 they’re looking for.

Result

Lowe’s new Tool World was unveiled to wide praise from contractors and consumers. Ample width aisles, lower product racks, engaging displays, and more helpful product messaging made powerful impacts on revenue generated from the department.