With The Home Depot making great strides in improving the shopping experience, the perceived differences between Lowe’s and The Home Depot began to disappear and cross-shopping was rampant. Robust customer segmentation work and shopper immersion research identified the opportunity to redefine the role of Lowe’s from being a destination for tools and supplies to an ongoing partner and source of home improvement inspiration. This change in focus led to the “Never Stop Improving” tagline, helped increase preference for Lowe’s and resulted in a 5.6% increase in same store sales.