Lowe's Relaunches Pro Loyalty Program, Simplifying Its Value Offering Under "MyLowe's Rewards"

Rhea-AI Summary

Lowe's (LOW) has revamped its Pro loyalty program, transitioning from MVPs Pro Rewards to MyLowe's Pro Rewards. The free program, designed for small-to-mid-sized professionals, allows members to earn points from their first dollar spent, redeemable for MyLowe's Money and exclusive rewards. The program features three tiers (Gold Pro, Platinum Pro, Titanium Pro) and includes benefits such as member-only deals, free standard shipping, volume discounts, and a 20% paint discount after $3,000 annual qualifying spend.

Members using the MyLowe's Pro Rewards Credit Card receive a 5% discount on eligible purchases and automatic upgrade to Platinum Pro status. The program includes Pro Business Solutions like Purchase Authorization and Online Order Quoting, plus a customized in-app experience for tracking points and managing orders.

Positive

• Points earning starts from first dollar spent with no minimum threshold
• 5% discount on eligible purchases with MyLowe's Pro Rewards Credit Card
• 20% paint discount after $3,000 annual qualifying spend
• Free standard shipping included in membership benefits
• Volume discounts available on eligible quotes $1,500+

Negative

• Paint discount requires high annual spend threshold ($3,000)
• Free shipping not available in Alabama and Hawaii
• 5% credit card discount has numerous exclusions and restrictions

Insights

Retail Business Analyst

This loyalty program overhaul represents a sophisticated strategic pivot in Lowe's battle for professional contractor market share. The elimination of spending thresholds before benefits kick in addresses a critical pain point in contractor loyalty programs and positions Lowe's more aggressively against Home Depot's Pro Xtra program.

The program's structure reveals three key strategic objectives:

• Accelerated market share capture through immediate benefit access, reducing barriers to program adoption
• Enhanced data collection capabilities via the in-app experience, enabling better inventory management and personalized marketing
• Increased share of wallet through payment method loyalty, with the 5% credit card discount serving as a powerful incentive for payment consolidation

The timing of this launch, coinciding with a period of mixed housing market signals, suggests Lowe's is positioning itself to capture professional spending even in a potentially softening market. The focus on small-to-mid-sized contractors is particularly strategic, as this segment typically has fewer established vendor relationships and higher lifetime value potential.

The program's digital integration through the app platform creates a valuable data ecosystem that will allow Lowe's to better predict demand patterns, optimize inventory levels, and deliver personalized offers. This data-driven approach could significantly improve operational efficiency and reduce carrying costs while driving incremental revenue through targeted promotions.

Pro loyalty members now earn the same points toward MyLowe's Money and get access to
Member Only Deals as Homeowner loyalty members PLUS added perks

MOORESVILLE, N.C., Feb. 18, 2025 /PRNewswire/ -- One year after launching the MyLowe's Rewards program for homeowners, Lowe's has updated its existing MVPs Pro Rewards & Partnership Program to become MyLowe's Pro Rewards™*. The free program saves Lowe's Pros valuable time and money, with earned points that can be redeemed for MyLowe's Money^{^**,} member deals and more.

Redesigned specifically for the small-to-mid-sized Pro, the program is easier than ever to use, with Pros starting to earn points from the first dollar spent at sign-up. Offering an intuitive customer experience that mimics Lowe's successful homeowner loyalty program, MyLowe's Rewards, MyLowe's Pro Rewards "builds" on these benefits with added features and functions Pros use most like access to merchandise, sports memorabilia, gift cards to support their business, volume discounts, business tools and more. Plus, customers who shop with their MyLowe's Pro Rewards Credit Card will save 5%^Δ every day on eligible purchases and get a free upgrade to Platinum Pro status^∞, receiving the most value and rewards compared to any other payment type.

"If you're a Pro, we want you enrolled in MyLowe's Pro Rewards program because we're focused on saving Pros more when they choose Lowe's first. This is one of the few rewards programs in the industry designed to reward Pros from their first dollar spent – no special volume thresholds to earn and save at Lowe's," said Quonta Vance, Lowe's executive vice president of Pro and Home Services. "We talk about saving our Pros time and money in all that we do and this program is the perfect example of our commitment to do just that."  

The new MyLowe's Pro Rewards benefits include:

• Earn points on eligible purchases per $1 spent, easily redeemed for MyLowe's Money or for Exclusive Rewards like gift cards, experiences, products and more^±
• Access to Member-only deals
• Free standard shipping (not available in AL & HI)≠
• Access to a Member Volume Discount on eligible quotes $1,500 or more^◊
• Instant 20% member paint discount after paint annual qualifying spend reaches $3,000^º
• Pro Business Solutions like Purchase Authorization and Online Order Quoting
• Plus, a customized in-app experience that allows members to track their points progress, easily re-order from previous purchases and receive personalized recommendations

MyLowe's Pro Rewards is a three-tiered program (Gold Pro, Platinum Pro, Titanium Pro) with new benefits unlocked at each status level. New members start at Gold Pro status and increase in status as they shop.

"We're building a loyalty ecosystem that's designed with our customers at the center – we want ALL of our members, no matter DIY or Pro, to know that when they choose Lowe's first, they get more," said Jen Wilson, Lowe's senior vice president, chief marketing officer. "The value we're offering customers is exciting and we want to build off this core value proposition with even more personalized offers and programming to show just how special our members are to us."

For more information, please visit MyLowe's Pro Rewards Program.

*Loyalty Programs subject to Terms & Conditions. See Lowes.com/Terms for full program details. Subject to change. 

^Points are awarded on Qualifying Purchases for orders that have been settled and fulfilled.  Exclusions, restrictions, and more terms apply. Subject to change. 

**MyLowe's Money: NO CASH BACK. Nontransferable. MyLowe's Money is not a credit, debit or gift card; it has no implied warranties. MyLowe's Money can be redeemed towards purchases of eligible products in eligible sales channels in the U.S. only during the stated redemption window. Limit of 5 per transaction. MyLowe's Money will be applied after all other applicable discounts, coupons, taxes and fees have been applied. Additional terms, conditions & restrictions apply and are subject to change.

^Δ Subject to credit approval. 5% offer applies to eligible US Lowe's store and Lowes.com purchase or order after all other applicable discounts charged to your MyLowe's Pro Rewards or Lowe's Commercial Account. Customer must pay applicable sales tax. Offer can't be used in conjunction with or on: (i) other credit-related promotional offers (except 0% Interest for 60 Days or Extended Terms); (ii) any other promotion, discount, markdown, coupon/barcode, rebate or offer, including any Lowe's volume or special discount programs (such as but not limited to, Contractor Pack, Buy in Bulk, Member Volume Discount ("MVD"), Special Value, New Lower Price, Was: Now, Military Discount, Employee Discount, and Lowest Price Guarantee);  (iii) associate discretion price adjustments; (iv) any services (such as but not limited to, rentals; extended protection/replacement plans; shipping, delivery, assembly or installation fees); (v) fees or taxes; (vi) previous sales; (vii) gift cards; or (viii) Weber,  Kichler, or Miele products. Excludes MyLowe's Rewards Credit Card Accounts, Lowe's Visa® Accounts and all Lowe's Canada Credit products. We reserve the right to discontinue or alter the terms of this offer at any time.

^∞Platinum Pro Status upgrade may require saving card to Lowe's digital wallet. More terms & restrictions apply. Visit Lowes.com/Terms for details. Subject to change.

^±Exclusive Reward items are subject to availability while supplies last. See Lowes.com/L/ProLoyaltyTerms for full details.

≠Exclusions and more terms apply.  Visit Lowes.com/ShippingTerms for details.

◊Exclusions, more terms & restrictions apply. Details at Lowes.com/Terms. Subject to Change.

ºExcludes spray paint and mistints. Discount applies to future Paint Qualifying Purchases after paint annual qualifying spend reaches $3,000. Paint annual qualifying spend resets first day of calendar year. More Terms & conditions apply. Visit Lowes.com/Terms for details. Subject to change.

About Lowe's
Lowe's Companies, Inc. (NYSE: LOW) is a FORTUNE® 50 home improvement company serving approximately 16 million customer transactions a week in the United States. With total fiscal year 2023 sales of more than $86 billion, Lowe's operates over 1,700 home improvement stores and employs approximately 300,000 associates. Based in Mooresville, N.C., Lowe's supports the communities it serves through programs focused on creating safe, affordable housing and helping to develop the next generation of skilled trade experts. For more information, visit Lowes.com.

Media Contacts
Amanda Caskey
amanda.caskey@lowes.com

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SOURCE Lowe's Companies, Inc.

FAQ

What are the tiers in Lowe's (LOW) new Pro Rewards program?

The new MyLowe's Pro Rewards program features three tiers: Gold Pro, Platinum Pro, and Titanium Pro. New members start at Gold Pro status and can advance to higher tiers as they shop.

How much can Pro members save with the LOW Pro Rewards Credit Card?

Pro members using the MyLowe's Pro Rewards Credit Card save 5% on eligible purchases and receive an automatic upgrade to Platinum Pro status.

What is the minimum spend requirement to earn points in LOW's Pro Rewards?

There is no minimum spend requirement. Members start earning points from the first dollar spent at sign-up.

What paint discount do LOW Pro Rewards members receive?

Members receive a 20% paint discount after reaching $3,000 in annual qualifying paint purchases. The discount applies to future paint purchases, excluding spray paint and mistints.

What business tools are included in LOW's Pro Rewards program?

The program includes Pro Business Solutions such as Purchase Authorization, Online Order Quoting, and a customized in-app experience for tracking points, re-ordering, and receiving personalized recommendations.