How Lowe’s discovered a path to passionate consumer-brand relationships

Geoffrey Precourt

For Kim Cameron, senior market research manager at Lowe's – the American chain of home-improvement and appliance stores – the challenge began with finding a better way of connecting with customers.

"Various social-identity theorists have suggested that consumers who feel passionate about brands, and have a close relationship with those brands, exhibit symptoms that the relationships are similar to the kinds of relationships we have with close friends or family members," she told delegates at 2013 The Market Research Event, held in Nashville.

"And those close brand relationships are actually built through very specific types of experiences that, at a high level, are both positive and memorable … Of course, these are kind of abstract concepts. We needed a methodology to be able to gauge our baseline performance and track improvements over time."