LOWE’S

COMMERCIAL STRATEGY / CUSTOMER GROWTH

Pro Customer & Total Home

Growth Sales Plan

A connected customer-growth model

Align Pro and consumer demand with project solutions, products, services and dependable execution—then earn the next

project through a consistent experience across stores, digital channels and fulfillment.

Pro &

Consumer

Demand

Project

Solutions

Products &

Services

Purchase

Fulfillment

Installation

Loyalty

Next Project

Increase Lowe’s share of customers’ home-improvement spending by becoming a one-stop

destination for both Pro and consumer projects.

LOWE’S | PRO CUSTOMER & TOTAL HOME GROWTH SALES PLAN

COMMERCIAL STRATEGY • FY2026

01 | Sales Plan Overview

Connect customer acquisition to project execution and durable relationship value.

Lowe’s commercial opportunity is to serve more of each customer’s home-improvement journey. For Pros, pair relevant

assortment and account tools with dependable fulfillment and business-oriented service. For consumers, make project

discovery, product selection and installation easier to navigate. In both cases, connect a single need to a broader, completed

project and a continuing relationship.

Core commercial objective: increase Lowe’s share of customers’ home-improvement spending by

becoming a one-stop destination for both Pro and consumer projects.

How the growth model connects

Products attract project demand; digital tools simplify discovery, quoting and purchasing; stores and distribution support

availability and fulfillment; home services extend product sales through installation; loyalty and account relationships create

reasons to return. The model expands both the number of customers served and breadth of needs met per customer.

Lever

Customer-growth role

Sales-plan emphasis

Pro customer growth

Acquire and deepen trade relationships

Accounts, assortment access, recurring needs and job-site execution

Total Home

Address broader homeowner projects

Adjacent categories, project guidance and installation

Omnichannel

Join discovery and transaction

Lowes.com, mobile, stores, pickup and delivery

Home services

Move from products to completion

Present installation alongside project purchases

Loyalty

Recognize and re-engage

Purchase history, rewards and relevant follow-up

Assortment

Meet needs beyond local shelf

Extended access, sourcing and fulfillment

LOWE’S | PRO CUSTOMER & TOTAL HOME GROWTH SALES PLAN

COMMERCIAL STRATEGY • FY2026

02 | Total Home Strategy

Five connected focus areas support acquisition, project spending, retention and customer value.

Focus area

Commercial contribution

Customer-growth application

1. Drive Pro penetration

Increase relevance and share among trade

customers

Acquire Pros, develop accounts and address recurring job needs

2. Accelerate online sales

Make discovery and purchase convenient

Improve digital findability, selection, quoting and order management

3. Expand home services

Connect products with completion

Offer installation and services that complement project baskets

4. Create a loyalty

ecosystem

Encourage continued engagement

Link purchases, rewards, offers and customer history

5. Increase space

productivity

Improve retail-space productivity

Align presentation and local assortment with demand and adjacencies

The priorities operate as a system: Pro penetration builds trade relationships; digital access broadens discovery; services

extend the product proposition; loyalty supports repeat engagement; and productive space helps customers find relevant

products. Together they support acquisition, broader solutions and sustained value.

Acquire &

Identify

Discover &

Quote

Build Project

Basket

Fulfill &

Complete

Retain &

Grow

LOWE’S | PRO CUSTOMER & TOTAL HOME GROWTH SALES PLAN

COMMERCIAL STRATEGY • FY2026

03 | Pro Customer Segmentation

Segment by work patterns and service requirements; tailor the offer through customer conversations.

Customer Segment

Project Needs

Product Requirements

Fulfillment Needs

Relationship Opportunity

Small & medium Pros

Recurring repair,

maintenance, remodel

Trade products, job materials,

broad access

Fast pickup, delivery,

replenishment

Account use, digital adoption,

repeat business

General contractors

Multi-trade projects and

schedules

Broad project assortment and

sourcing

Consolidated orders,

delivery, visibility

Primary relationship across

stages

Remodelers

Room and whole-home

renovation

Finish products, fixtures,

tools, installation

Sequencing, special orders

Category breadth and services

Electricians / plumbers /

HVAC

Trade-specific repair and

installation

Relevant supplies, parts, job

materials

Availability, quick collection

Frequent needs-based

engagement

Handymen / landscapers

Small jobs, maintenance,

seasonal work

Convenient varied-task

assortment

Quick access, pickup,

delivery

Recurring and seasonal share

Property managers

Turnover, maintenance, unit

renovation

Repeatable repair and interior

materials

Multi-location coordination,

bulk orders

Portfolio relationships

Homebuilders /

commercial contractors

Larger, phased projects

Construction and

interior-finish solutions

Distribution, scheduled

delivery, credit

Connect Lowe’s, FBM and

ADG

Qualification dimensions.

Project size and purchase frequency; trade, finish, volume and sourcing requirements; pickup,

delivery and job-site timing; credit and account needs; and digital purchasing behavior. Avoid assuming businesses within a

trade have identical needs.

LOWE’S | PRO CUSTOMER & TOTAL HOME GROWTH SALES PLAN

COMMERCIAL STRATEGY • FY2026

04 | Pro Customer Acquisition

Win the first order by reducing friction from account setup through fulfillment.

Pro Need

Account

Creation

Product

Discovery

Quote

Purchase

Fulfillment

Repeat

Business

Acquisition plays

• Local Pro outreach through relevant store interactions, job-site engagement and business conversations.

• Trade-focused marketing aligned with trade needs, project cycles and category requirements.

• Pro account enrollment and MyLowe’s Pro Rewards introduced in the context of purchasing needs.

• Digital acquisition that makes assortment, product search, quoting and account tools discoverable.

• Dedicated Pro services clearly explained and matched to project complexity.

• Availability-led selling: confirm item, quantity and timing; offer sourcing alternatives when appropriate.

Convert an initial transaction into a relationship

Identify the trade, project type, cadence and fulfillment preference. Help find products, build a quote when needed and select a

workable pickup or delivery path. Capture the next likely requirement—replenishment, another phase or an adjacent category.

Successful fulfillment and continued engagement demonstrate acquisition quality.

LOWE’S | PRO CUSTOMER & TOTAL HOME GROWTH SALES PLAN

COMMERCIAL STRATEGY • FY2026

05 | Pro Extended Aisle & Product Access

Broader access helps smaller Pros address needs beyond an individual store’s stocked assortment.

The Pro Extended Aisle supports expanded product access, including special-order products and online selection. It gives

customers a path to source job-specific materials beyond the local shelf while keeping discovery connected to Lowe’s digital

and store experience.

Requirement

Extended access role

Sales execution

Expanded assortment

Broaden discoverable choice

Search by application; confirm item details

Special orders

Support project-specific needs

Set clear ordering and timing expectations

Online access

Explore beyond store assortment

Connect discovery to account and order tools

Job-specific materials

Build around work scope

Validate specifications and quantities

Product sourcing

Route to items not on hand

Check sourcing and fulfillment before close

Availability

Alternative path when local stock falls short

Communicate options and timing

Separate materials needed immediately from later-phase items. When products are not on shelf, use broader online access and

special-order pathways. Confirm fit, availability, lead time and delivery or pickup before commitment.

Broader assortment + clear sourcing + dependable order management = a more complete Pro

offer.

LOWE’S | PRO CUSTOMER & TOTAL HOME GROWTH SALES PLAN

COMMERCIAL STRATEGY • FY2026

06 | Pro Digital Sales Strategy

Digital tools support discovery, quoting, spend visibility and fulfillment.

Digital

Discovery

Product

Selection

Quote

Purchase

Order

Management

Fulfillment

Capability

Role in the Pro journey

Online ordering & product search

Discover, compare and order across broader assortment

Digital quoting

Organize project selections and pricing before purchase

Spend & account management

Support business visibility and purchasing administration

Order tracking & receipts

Provide transaction records and status visibility

Job-site purchasing

Shop and manage orders around active work

Personalized recommendations

Surface relevant products and offers

2026 Pro digital enhancements

The 2026 Pro agenda includes integrated digital tools for quoting and spend management. Quotes support project planning;

spend tools support business oversight; order management connects decisions with fulfillment. Help customers move from

search to quote to order while keeping account context, transaction records and delivery details connected.

LOWE’S | PRO CUSTOMER & TOTAL HOME GROWTH SALES PLAN

COMMERCIAL STRATEGY • FY2026

07 | Pro Loyalty & Customer Retention

MyLowe’s Pro Rewards connects purchasing activity with benefits and ongoing engagement.

Purchase

Reward

Engagement

Repeat

Purchase

Higher Customer

Value

Retention building blocks

• Pro rewards and member benefits that recognize eligible activity.

• Purchase tracking and history that make prior transactions easier to reference.

• Personalized offers and business savings aligned to relevant needs.

• Repeat-project engagement around replenishment, seasonal needs or the next work phase.

Introduce MyLowe’s Pro Rewards during account conversations and explain how eligible purchases and benefits fit the

customer’s routine. Use purchase history to support continuity, such as recalling prior choices or identifying replenishment

needs. Loyalty is strongest when it reinforces dependable products, clear order status, practical fulfillment and a reason to

return.

LOWE’S | PRO CUSTOMER & TOTAL HOME GROWTH SALES PLAN

COMMERCIAL STRATEGY • FY2026

08 | Pro Fulfillment & Job-Site Support

Fulfillment is part of the Pro value proposition for large or recurring purchases.

Product Need

Availability

Order

Distribution

Job-Site /

Customer Delivery

Need

Sales response

Store pickup

Confirm local availability and collection path

Delivery / job-site

Understand destination, timing and order requirements

Bulk orders

Plan quantities, coordination and delivery

Distribution

Use capabilities for broader assortment and larger orders

Order management

Maintain visibility through customer handoff

Faster fulfillment

Reduce avoidable delays through clear readiness

FBM strategic relevance

Lowe’s acquisition of Foundation Building Materials (FBM) broadens building-materials capabilities and Pro reach, particularly in

specialty distribution. The opportunity is to connect Lowe’s product access with FBM distribution capabilities and trade-credit

offerings for professional customers. Coordinate assortment, order handling and delivery around project requirements.

LOWE’S | PRO CUSTOMER & TOTAL HOME GROWTH SALES PLAN

COMMERCIAL STRATEGY • FY2026

09 | Home Services Growth

Services connect the product offer with the customer’s desired project outcome.

Product

Discovery

Project

Planning

Product

Purchase

Installation

Completed

Project

Relevant project categories

Flooring • Cabinets • Countertops • Windows • Doors • Kitchen • Bathroom • Whole-home projects

Clarify the project scope and desired outcome before narrowing to products. Present installation as part of the solution where

available and appropriate. Connect selection, planning and service scheduling so customers understand the path from purchase

to completion.

Sales moment

Customer value

Commercial opportunity

Project discovery

Clarify goals and constraints

Reveal adjacent needs

Product selection

Fit-for-purpose solution

Broader project basket

Installation discussion

Explain next step

Connect products to completion

Follow-through

Consistent experience

Trust and future engagement

LOWE’S | PRO CUSTOMER & TOTAL HOME GROWTH SALES PLAN

COMMERCIAL STRATEGY • FY2026

10 | Total Home Project Selling

Sell coordinated solutions rather than isolated product transactions.

Kitchen project

Cabinets

Countertops

Appliances

Lighting

Hardware

Installation

Flooring project

Flooring

Underlayment

Trim

Tools

Installation

Project conversation guide

Step

Questions that broaden the solution

Define scope

Which rooms or components? One phase or larger renovation?

Map components

What supporting materials, finishes, tools or fixtures are needed?

Plan sequence

What must be selected or available first? Any timing dependencies?

Connect services

Would installation help complete the project?

Close pathway

What can be purchased now, and what follow-up is needed?

Project-based selling makes adjacent categories and services visible in context, broadens product participation and creates

follow-on opportunities as work progresses.

LOWE’S | PRO CUSTOMER & TOTAL HOME GROWTH SALES PLAN

COMMERCIAL STRATEGY • FY2026

11 | Large Pro Customer Expansion

Build relationships spanning projects, locations, trades or phases of construction.

Priority groups include homebuilders, property managers, remodelers, commercial contractors, construction businesses and

interior-finishing businesses. Needs may combine product access, specialty distribution, project coordination, delivery and trade

credit.

Customer group

Commercial need

Growth approach

Homebuilders

Materials and interior solutions across stages

Coordinate product and specialty capabilities

Property managers

Repeat maintenance, turnover and renovation

Support recurring portfolio needs

Remodelers

Room and whole-home solutions

Combine categories, sourcing and installation

Commercial contractors

Project materials and fulfillment

Understand scope, timing, delivery and accounts

Construction businesses

Repeat or larger-volume materials

Connect Pro offer and distribution

Interior-finishing businesses

Design, finish, distribution, installation

Explore ADG and Lowe’s capability fit

ADG & FBM relevance

Artisan Design Group (ADG) expands Lowe’s presence in interior design, distribution and installation solutions, including

flooring, cabinets and countertops. Foundation Building Materials (FBM) adds specialty building-materials distribution

capabilities and supports efforts to serve larger Pros. Together they are relevant to customer expansion through interior

solutions, distribution reach and professional relationships.

LOWE’S | PRO CUSTOMER & TOTAL HOME GROWTH SALES PLAN

COMMERCIAL STRATEGY • FY2026

12 | ADG & FBM Cross-Selling Strategy

Coordinate complementary capabilities around complete customer requirements.

Lowe’s

Products

FBM Building

Materials

ADG Design,

Distribution & Installation

↓

Complete Interior Solutions

↓

Homebuilder / Property Manager Customer Growth

Capability-led cross-selling

Requirement

Capability connection

Conversation

Broad project materials

Lowe’s products + FBM distribution

Map scope, volume and delivery

Interior finishes

ADG design, distribution, installation + Lowe’s categories

Identify finish scope and product/service path

Larger relationship

Lowe’s Pro + FBM and ADG capabilities

Understand buyers and project stages

Coordinated fulfillment

Store, online and distribution options

Set order and delivery expectations

A cross-sell should solve a real need—materials, interior finishes, distribution or installation—and establish a clear fulfillment

path.

LOWE’S | PRO CUSTOMER & TOTAL HOME GROWTH SALES PLAN

COMMERCIAL STRATEGY • FY2026

13 | Omnichannel Customer Strategy

Join stores, digital tools, fulfillment and home services into a consistent journey.

Online

Discovery

Store

Interaction

Purchase

Delivery /

Pickup

Service

Touchpoint

Role in the journey

Lowes.com & mobile

Discovery, search, selection and online purchase

Lowe’s stores

Product interaction, project guidance and support

Pro accounts & digital quoting

Business purchasing, quotes and account management

Store pickup

Collection for orders available through store channels

Delivery & job-site

Move products to customer or project location where available

Home services

Connect purchases with installation and completion

Preserve continuity as customers move between channels. Product information supports online research and store discussion;

account context helps quoting and purchasing; order status is visible after checkout; service conversations connect to the

project. For Pros, respect job-site realities; for consumers, reduce uncertainty. The channel is a means to a completed need.

LOWE’S | PRO CUSTOMER & TOTAL HOME GROWTH SALES PLAN

COMMERCIAL STRATEGY • FY2026

14 | Consumer & DIY Growth

Serve everyday needs and larger projects through value, assortment, inspiration and services.

Customer groups include DIY customers, homeowners, first-time homeowners, home renovators, seasonal shoppers and

customers undertaking large projects.

Growth lever

Customer application

Everyday value

Practical choices for common needs

Product assortment

Support immediate repairs and broader projects

Project inspiration

Make ideas and pathways discoverable

Online shopping

Simplify research, selection and purchase

Loyalty

Encourage engagement through relevant benefits

Installation

Connect products with project execution

Market context and reported performance

Lowe’s Q2 FY2026 reported comparable sales of +0.2% and online comparable sales of +15.7%. These company-reported

results are for the second quarter of fiscal 2026. They provide a period-specific view; short-term conditions should be monitored

over time rather than treated as permanent patterns.

Use customer demand signals and category performance to adjust project messaging and local execution. Keep the proposition

grounded in the immediate task while making adjacent products and installation options easy to consider.

LOWE’S | PRO CUSTOMER & TOTAL HOME GROWTH SALES PLAN

COMMERCIAL STRATEGY • FY2026

15 | Customer Experience Strategy

Turn customer problems into solutions and completed projects.

Problem

Solution

Product

Service

Completed

Project

Element

Execution standard

Product expertise

Compare options and clarify fit

Project guidance

Clarify scope, sequence and related needs

Pro specialists

Trade-oriented assistance

Digital tools

Discovery, quoting, account management and tracking

Personalized recommendations

Use context for relevant products and offers

Installation support

Connect choices with service and completion

Faster fulfillment

Set expectations; reduce avoidable friction

Channel consistency

Continuity across store, online, pickup, delivery, service

For Pros, respect time, job requirements and dependable execution. For consumers, reduce complexity and build confidence.

Clear advice and fulfillment follow-through support loyalty and repeat purchase.

LOWE’S | PRO CUSTOMER & TOTAL HOME GROWTH SALES PLAN

COMMERCIAL STRATEGY • FY2026

16 | Local Market & Store Strategy

Align store execution with local demand and customer relationships.

Customer conversations, category demand, project activity and market signals help identify local needs and guide assortment,

availability, outreach and service conversations.

Local lever

Application

Local customer demand

Identify common projects, products and services

Pro density

Prioritize relevant trade outreach and accounts

Regional assortment

Align access with local needs and seasonality

Store productivity

Present related categories to support discovery

Localized inventory

Use demand and availability information

Community relationships

Build familiarity with Pros, homeowners and projects

Job-site opportunities

Engage around project and delivery requirements

Market performance

Review sales and customer indicators

Listen for project demand; validate availability and service options; connect customers to digital, store or distribution paths; and

review outcomes using consistent measures. Align customer promises with actual capabilities.

LOWE’S | PRO CUSTOMER & TOTAL HOME GROWTH SALES PLAN

COMMERCIAL STRATEGY • FY2026

17 | Sales & Customer Metrics

Measure customer growth, project breadth and execution quality.

Dimension

Measures to review

Interpretation

Pro growth

Pro sales, penetration, acquisition, retention

Relationship development

Company sales

Comparable sales, market share

Period performance and market context

Digital

Online sales, online comps

Digital growth

Project expansion

Average transaction, project basket, attachment

Product breadth per project

Loyalty

Enrollment, repeat purchase

Engagement and return behavior

Services

Home-services, installation sales

Connection to project completion

Execution

Fulfillment speed, availability, completion

Reliability and customer effort

Reported company performance — Q2 FY2026

Metric

Reported result

Period

Comparable sales

+0.2%

Q2 FY2026

Online comparable sales

+15.7%

Q2 FY2026

These are company-reported figures for the stated quarter, not sales-team quotas or forecasts. Review operating measures

with consistent definitions and relevant period comparisons.

LOWE’S | PRO CUSTOMER & TOTAL HOME GROWTH SALES PLAN

COMMERCIAL STRATEGY • FY2026

18 | 2026 Growth Priorities

Focus on customer expansion and connections across products, services, digital and fulfillment.

Priority

Commercial emphasis

Increase Pro penetration

Build relevant relationships with more trade customers

Expand small / medium Pro relationships

Improve assortment access, account engagement and ease

Grow online sales

Strengthen discovery, quoting, ordering and management

Expand home services

Connect products to installation and completed projects

Strengthen loyalty

Use MyLowe’s Pro Rewards for relevant engagement

Improve availability

Support demand with sourcing and fulfillment

Integrate ADG and FBM

Connect interior solutions and specialty distribution

Expand Pro assortment

Broaden access, including Extended Aisle

Improve fulfillment

Dependable pickup, delivery and job-site support

Increase project spending

Support complete product and service solutions

Corporate outlook

Lowe’s corporate FY2026 sales outlook: approximately $92 billion

This is Lowe’s corporate FY2026 outlook—not a sales-team target or quota. The priorities align acquisition, digital commerce,

services, assortment, fulfillment and relationship growth with Total Home.

LOWE’S | PRO CUSTOMER & TOTAL HOME GROWTH SALES PLAN

COMMERCIAL STRATEGY • FY2026

19 | Customer Growth Execution Flow

Carry the relationship from the first need through the next project and customer lifetime growth.

Use this as a practical handoff model across customer-facing channels and capabilities. Each stage should resolve a customer

question, clarify the next step and preserve continuity through purchase, fulfillment and service. A completed project is both

today’s outcome and the beginning of a relevant next conversation.

Pro / Consumer Need

Customer Identification

Project Discovery

Product & Assortment Selection

Quote / Digital Purchase

Store / Online / Job-Site Fulfillment

Installation & Home Services

Loyalty Engagement

Next Project

Customer Lifetime Growth

Pro & Consumer Demand

→

Project Solutions

→

Products & Services

→

Purchase

→

Fulfillment

→

Installation

→

Loyalty

→

Next Project

The growth outcome is a stronger, broader and more durable customer relationship—earned through relevant solutions and

consistent execution.

Lowe’s Pro Customer & Total Home Growth Sales Plan

Prompt to Clone This Lowe’s Pro Customer & Total Home Growth Sales Plan

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