Lowe's Downsizes in Manhattan

Lowe's recently opened its first urban prototype store in Manhattan's Upper West Side.The home improvement retailer's newest store is in a 30,000-square-foot space — just one quarter of the size of a traditional Lowe's store, which typically averages 112,000 square feet. The smaller footprint is intended to help the retailer enter dense urban markets while catering to city dwellers.Near the entrance of the new store, a directory and map guide shoppers to their desired department while a touch screen depicts instruction on how they can text to receive that day's promotions and deals on their mobile phone. The touch screen also plays the retailer's home improvement Vines, according to reports.The new location stocks a product assortment curated for those living in smaller spaces, including small appliances and a seasonal area dedicated to balcony decorating. Other areas of the store focus on storage, organization, remodeling and painting. The retailer reportedly spent months studying how Manhattanites live and designed the store accordingly. Large touchscreens positioned in the appliance aisle let shoppers virtually browse hundreds of additional models of refrigerators, ovens, air conditioners and other large appliances that don't fit in the store. The screen lets consumers spin life-sized items 360 degrees to view them from all angles. Smaller touchscreens in other areas of the store let consumers browse other products, such as lighting fixtures and blinds. The items can be ordered for same- or next-day delivery. Lowe's has also signed a lease for a second location elsewhere in Manhattan, slated to open in September. The small-format test stores will be used as a model for other urban locations around the country. The retailer follows in the footsteps of other big box stores that have introduced smaller city locations, such as Target and Walmart. Meanwhile, rival Home Depot maintains two traditionally sized locations in Manhattan that are three times larger than the new Lowe's store.

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