I was attracted to a Lowes marketing campaign delivered through their website, a form of digital media marketing. I am a veteran as was Lowe’s founder, Carl Buchan, who founded Lowes in 1946 when he “wanted to make home building and home improvement affordable for returning GIs and their families,” (Lowes Corporate, 2017) Recently, Lowes expanded “its military discount program by offering 10 percent off personal purchases every day to current and honorably discharged members of the U.S. Armed Forces.” (Lowes Corporate, 2017)
Lowes is exercising customer relationship management by segmenting their market and targeting the veteran segment with their military veteran discount program. Our text defines customer relationship management as the process of maintaining profitable customer relationships by delivering superior customer value and satisfaction through all aspects of acquiring, engaging, and growing customers. (Armstrong & Kotler, 2017) Segmentation of the market ensures the company is targeting the segment they desire to pursue in order to grow market share and re-enforce a loyal customer base. Why is Lowes discount program targeting the veteran segment? The founder was a veteran and he wanted to help his brothers and sisters in arms assimilate back into civilian society and have an affordable store to meet their home project needs. Today Lowes likely recognizes that the veteran population is …show more content…
I visit those stores like the rest of my family frequents Target. Veterans are a loyal group. I believe they give loyalty and expect loyalty. Lowes is targeting this sense of loyalty and in my case, it is paying off—for Lowes, I would not be considered a barnacle. As a veteran, I don’t expect anything for my service, but I am grateful when I receive a benefit as a result of my
Lowes is exercising customer relationship management by segmenting their market and targeting the veteran segment with their military veteran discount program. Our text defines customer relationship management as the process of maintaining profitable customer relationships by delivering superior customer value and satisfaction through all aspects of acquiring, engaging, and growing customers. (Armstrong & Kotler, 2017) Segmentation of the market ensures the company is targeting the segment they desire to pursue in order to grow market share and re-enforce a loyal customer base. Why is Lowes discount program targeting the veteran segment? The founder was a veteran and he wanted to help his brothers and sisters in arms assimilate back into civilian society and have an affordable store to meet their home project needs. Today Lowes likely recognizes that the veteran population is …show more content…
I visit those stores like the rest of my family frequents Target. Veterans are a loyal group. I believe they give loyalty and expect loyalty. Lowes is targeting this sense of loyalty and in my case, it is paying off—for Lowes, I would not be considered a barnacle. As a veteran, I don’t expect anything for my service, but I am grateful when I receive a benefit as a result of my