How Timely Is the Planned Lowe’s Website Renovation Focusing on Personalization?

In remarks shared with Modern Retail’s Allison Smith, the centrality of a planned website renovation was made plain by the home improvement retailer.

In short: The company’s website is due for a significant upgrade, one wholly aimed at improving the personalization aspect.

“The personalization will show up through modular content blocks on Lowe’s website that can be swapped, reordered or customized based on customer behavior,” Smith wrote.

“[Lowe’s SVP of digital commerce Joe] Cano said Lowe’s homepage is made up of different sections, or ‘modules,’ such as featured banners and product recommendation areas, that can either stay the same for everyone or change based on the shopper. Lowe’s started to introduce these personalized content modules to its website at the end of 2025. One module that has already been fully rolled out is a weather widget that recommends projects based on local conditions,” she added.

Cano noted that early testing had unearthed upticks in terms of both conversion and engagement, with the continued deployment of the modular interface ongoing.

The widget implementation could (and in some cases, does) offer the following advantages:

• The existing weather widget can determine special offers based on the current conditions an individual shopper might be encountering. Should it be rainy, indoor project-related items such as housecleaning or painting supplies are put forth. If it’s a lovely day, outdoor items such as garden supplies could be front and center.
• Location-based customization, down to the ZIP code, is possible. This would ostensibly tie in to available inventory in nearby Lowe’s locations, making sure that out-of-stocks weren’t shown to reduce frustration — and background imagery, as well as assortment, suitable to the particular shopper browsing at any given time could be made region-appropriate.
• Purchase history could play a factor. Expected lifespans attached to certain products (with appliances lasting an average of seven years being used as a yardstick) could allow for widgets to provide suggestions to customers based on end-of-life expectations around major purchases made through the portal in the past — say, if it’s potentially time for a new dishwasher or stove.

Lowe’s Moves Into Future of Shopping, But Concerns Remain

Smith also cited Melissa Minkow, director of retail strategy at CI&T and RetailWire BrainTrust member, on the vital nature of personalization as it pertains to the contemporary retail business.

“This is the future of online shopping. We know that that’s what consumers are looking for, especially as retailers have larger assortment and there’s so much more to sift through for the consumer,” Minkow said, also noting that the home improvement category could leverage personalization even further due to the technical knowledge and expertise attached to many of the products and services needed by the average consumer.

However, Minkow also cautioned against leaning too hard in the direction of personalized product recommendations.

“The one thing retailers have to be careful of is the FOMO of it. If customers think you’re skipping on showing them too many items, they’ll worry that they’re not getting the full shopping experience,” she added.