What are the key differences in how The Home Depot and Lowe's are using digital tools and loyalty programs to capture the modern home improvement shopper?

Lowe's has made a formal, customer-facing loyalty program a central pillar of its strategy, aiming to "Create a Loyalty Ecosystem." Its MyLowe's Rewards program, designed for both Pro and DIY customers, is a powerful tool for data collection and retention, with the company noting that members spend nearly 50% more than non-members. Lowe's is also deploying innovative, consumer-facing digital tools like the "Style Your Space" generative AI design assistant to directly engage shoppers and inspire projects, positioning technology as a direct-to-consumer advantage.

The Home Depot's approach is more integrated and associate-focused. It lacks a prominently featured, broad-based loyalty program like Lowe's. Instead, it embeds digital capabilities into the broader "Interconnected Experience." For instance, it focuses on practical tools like enhancing the mobile app's in-store navigation. Crucially, it empowers its staff with tools like "MyView," which gives associates better visibility into customer projects to proactively offer solutions. This represents a key difference: Lowe's uses digital and loyalty to build a direct relationship with the customer, while Home Depot uses digital to empower its associates to build that relationship.