It is good strategy for a home center, like Lowes, to pursue the Pro customer. However, it is important to realize that while the volume may grow from 25% to even 45% of sales, The Pro customers will be less than 5% of the traffic count.
Now the question is: Why would you advertise and promote to 95% of the traffic coming into the store who are DIY customers that they do not rate MVP status? Why should you plant in their mind that they are paying a premium and not able to buy like the Pros?
For a textbook on high productivity retailing with lessons on how to aim at the Pro and capture the DIYer, read Breakthrough Retailing. Learn about how Silos focused on their own KPI’s often create conflict with the larger organization to the detriment of their customers.