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Diving brief:

• By adding another benefit for members, Lowe’s has launched its digital home platforman exclusive and free platform reserved for loyal members where customers can consult their warranties and manuals, the retailer announced Monday.
• Customers can also access personalized information including maintenance suggestions, how-to content, recommended subscriptions and spare parts, and other product information. Initially, the platform will focus on household appliances, but will later expand to other parts of the home.
• Shoppers who have purchased major appliances using their MyLowe’s Rewards account in the last five years will automatically see their products in their profile. They can also manually search for products and view information, the company said.

Dive overview:

The launch of Lowe’s Digital Home Platform builds on the retailer’s broader personalization efforts. The company launched MyLowe’s Rewards early this year in select markets, then rolling out nationally in the spring. The program is a way to engage shoppers with perks and benefits while building loyalty.

The retailer’s new platform is a way to help MyLowe’s Rewards members get assistance with their appliance purchases.

“With our new digital home platform, we now make it easier to manage and maintain your home’s maintenance needs, starting with appliances” Jen Wilson, chief marketing officer of Lowe’s, said in a statement. “Lowe’s aims to be a helpful partner, and with the digital home platform, we can provide customers with the exact filter they need for their refrigerator when it needs to be replaced.

Wilson was promoted to marketing director in June, where she oversees, among other tasks, the company’s brand and product marketing, loyalty and personalization strategies. She has worked at the retailer since 2006.

In its most recent quarter, Lowe’s reported net sales fell 5.5% year-on-year to $23.6 billion, with a decrease of 5.1%. Although professional sales were stronger in the second quarter, the retailer said the decline in sales was due to weakness in the DIY sector and bad weather.

Sales of electronics and household appliances have been under pressure for much of the year. In September, these sales fell 6.6% year-on-yearaccording to figures from the U.S. Department of Commerce’s Census Bureau.