Start Your Mowers: Lowe's Lawn Evangelism
With real estate sales picking up and consumer confidence trending higher, marketers are hoping homeowners will launch into lawn care with gusto this year. So despite a chilly start to the season that has pressured retailers, Lowe’s, the Home Depot and Ace Hardware are all upping the spring-sprucer-upper ante.
Lowe’s is spreading its promotions across the digital landscape, reminding consumers that nothing boosts curb appeal like green grass and bright flowers. In addition to promotional pricing on its many mowing options (an all-wheel-drive model from Husqvarna, for example, a Raven model that goes 17 miles per hour, or new earth-friendly Greenworks push models) it’s also dispensing mowing advice in stores, and added mowing and yard content to the Lowe’s How-To Channel on You Tube.
TV ads urge shoppers to use its MyLowes feature -- which remembers purchases from year to year -- and it’s pushing projects at its LowesCreativeIDeas microsite (also available via iPad), and created Facebook and Pinterest elements, as well.
And the Home Depot, which kicked off its annual Spring Black Friday event earlier this month, is focusing on eco-friendly outdoor options, as we well as perennial patio, garden and grill items. (The Atlanta-based chain has been in the investing news lately, propelled to record stock prices after a positive report from analyst firm Jefferies & Co., citing the chain’s ability to win more market share, as well as consumers' greater willingness to fix up their homes as the housing recovery continues.)
Ace Hardware is running a special “Show your lawn some love” events, as well as a “Perfect your patio” sales, while Walmart is pushing its “Weekend Wow!” lawn, garden and patio discounts in stores.
While seasonal promotions are a given, retailers’ spring fever seems a little higher this year, fueled by brightening expectations for real estate. The National Association of Realtors reports continued gains in both the residential real-estate market, as well as vacation-home sales.