|WORKS / LOWE'S HOME IMPROVEMENT||UNITEDDSN.COM|
A FORTUNE 100 $53BN RETAILER WITH 60+FACELESS PRIVATE LABEL BRANDS
United partnered with Lowe’s Home Improvement to evaluate and ultimately consolidate a portfolio of over 60 private label brands that had little to no meaning or awareness with the Lowes consumer.
THE SITUATION & THE NEED FOR CHANGE.
Lowe’s private label brands were created by category managers across the company in an attempt to accommodate the rapid expansion of the company. The effect of developing over 60 unsupported private label brands across the store, created confusion and diluted the overarching Lowe’s brand positioning and vision in the eyes of the consumer.
THE SOLUTION / A CONSOLIDATED PORTFOLIO OF SIX POWER BRANDS.
Six new Lowe’s private label power brands were created to accommodate over 10,000 products, across multiple segments, spanning the entire store. The six brands effectively reinforce the strategic objectives and work to further differentiate Lowe’s for the competition. In turn this created a better shopping experience, a bolder statement at shelf and importantly built, brand alignment with the Lowe's customer.
STRATEGIC CLARITY DEFINING 5 KEY OBJECTIVES
CONSOLIDATE / 60 brands, only 2 with equity / Create a smaller, more relevant set of brands.
CREDIBILITY/ Create more contractor credibility.
STYLE & IMAGE / Further strengthen the home décor image and sense of fashion.
CLARITY / Develop more brand clarity between home improvement and home enhancement.
VALUE / Create a better impression around “intelligent value,” especially around key commodities and one time use.
THE OUTCOME / 6 PROGRESSIVE BRANDS.
Highly distinct, differentiated and ownable brands that the consumer can now clearly connect back to Lowe’s.