Leveraging high millennial homeownership rates and this group’s affinity for do-it-yourself projects, Lowe’s has introduced DIY-U by Lowe’s, a new home improvement platform that features live and on-demand educational resources for both kids and adults. Livestream sessions offered twice per month will include opportunities for viewers to purchase items in real time.
Citing a report by the National Association of Realtors that revealed millennial buyers comprise the largest segment of home buyers, at 37%, Lowe’s is tapping into an opportunity to become the social destination for home improvement DIY enthusiasts.
The DIY-U by Lowe’s programming features content for all skill levels, including both livestream and in-store workshops for children and adults. Each month, Lowe’s will feature two livestreams limited to 1,000 participants each in addition to a children’s workshop hosted by Lowe’s Red Vest store associates as an in-store experience for kids ages 5 to 12.
The virtual programming hosts will be available to answer project-related questions live during the segment, and participants who attend the virtual workshops will get opportunities to purchase supplies in real time.
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“As new generations and new customers embrace DIY, we recognize how valuable our Red Vest store associates can be in providing project ‘how-to’ help and expertise,” said Marisa Thalberg, EVP and Chief Brand and Marketing Officer at Lowe’s in a statement.
“With the launch of DIY-U by Lowe’s, we are making sure that support and a DIY community is available where, when and how people most want it: in-store, live and interactive online, or online on demand,” Thalberg added. “We believe this is going to be the ultimate DIY resource that is informative, fun and motivational for everyone.”
Lowe’s designed its programming schedule according to season and relevance but also incorporated feedback from consumers, which prioritized “flexibility, topic relevance and expert connection” — qualities that resonated most with millennial customers. The retailer plans to add features that gamify the experience for participants, such as sharing virtual high fives and earning project completion badges.
Registration for the March schedule began Feb. 28, 2022 and includes programming that covers “A Bathroom Refresh You Can Do Yourself (How to Install a Vanity),” “Kids Workshop: Shoot the Moon (Build a Game to Compete for the Highest Score),” and “Make Your Home Office Work for You (How to Wallpaper a Room).”
