Lowe’s Speaks Hispanic Consumers’ Language

Discussion
Oct 29, 2002
George Anderson

By George Anderson


DIY retailer Lowe’s has announced that its 600-project “how-to” library is
now available in Spanish on the company’s web site (www.lowes.com).



Consumers more comfortable reading in Spanish can directly access the project library through www.lowes.com/spanish, by clicking the blue “En Espanol” button located on English language project pages or through a linked banner on the retailer’s home page.


“Lowe’s has always been committed to finding new ways to help our customers reach their home improvement goals,” said Meg Armstrong, Lowe’s director of internet marketing. “The Spanish ‘how-to’ library is a good example of our commitment to our growing Latino-Hispanic customers, especially those who are not fluent in English.”


 



Moderator’s Comment: Two Questions–



  1. How does Lowe’s customer-focus compare to retailers
    in other channels?

  2. How can retailers quantify the lift associated with
    excellent customer service versus the average?


We’re sure, like all businesses, that Lowe’s has its share
of problems (challenges, for the chronically optimistic). Communicating that
it is a consumer-friendly organization is not one of them.

[George
Anderson – Moderator
]

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