Smart Lighting Brand: The Lowe's For Pros Conversion
Smart lighting velocity at home-improvement retail is driven by contractors, not DIY shoppers. The launch strategy targeted the electrical-trade buyer at Lowe's For Pros before the consumer marketing turned on.
Growth in Conversions
Smart lighting brand needed Lowe's Canada chain-wide placement plus enrollment in the Pro Channel program to reach contractor and trade buyers.
Content Optimization
MOART negotiated 14-SKU placement, designed in-store digital display fixtures, and enrolled the brand in Lowe's Pro Channel program with rep training.
Organic Traffic
1682%
Dramatic Increase
Project Overview
Smart lighting at home-improvement retail looks like a DIY category from the outside. The volume actually comes from contractors specifying products on commercial and renovation jobs. And those contractors buy through Lowe's For Pros, not the regular consumer-facing SKU floor. Most emerging smart-lighting brands market to homeowners and wonder why velocity is flat.
Execution
We pitched Lowe's Canada's electrical-trade buyer (separate from the consumer-facing lighting buyer) with a contractor-spec sheet rather than a consumer-marketing deck. Initial placement targeted 14 SKUs across 68 stores aligned to Lowe's For Pros loyalty zones. Co-branded rebate offers ran through the Lowe's For Pros app. 8% to 12% on bulk orders depending on member tier.
In-store digital display fixtures showed retrofit scenarios for commercial contractors as the primary use case, with a residential cut as secondary. Rep training ran across 11 Lowe's regional clusters in Canada. Consumer marketing did not turn on until contractor specification was established.
Project Results
14 SKUs across 68 Lowe's Canada stores within 10 months. Lowe's For Pros co-branded rebate program active with 4,623 enrolled contractor members in the brand-specific tier by Q4. Consumer-marketing campaign turned on in Q5 with the contractor specification base already established.
Conclusion
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