Lowes Works to Enhancing Private Brand Product Instructions

Lowes

Mooresville, NC-based home improvement retailer Lowe’s has engaged Knoxville-based Info-graphics- to be their partner for instruction and technical content development for their Private Brand product documentation which includes installation and assembly instructions.

“It is extremely important that we continue to improve the consumer experience and simplify home improvement projects for our customers, and one way we accomplish this is by providing high quality content and information” said Nelson Velasquez, Enterprise Product Copy and Translations Manager. “Our work with Info-graphics has consistently delivered better instructional content which helps to improve and enhance our customer’s experience.”

Lowe’s first worked with Info-graphics to develop standardized templates for their private brand suppliers to use in creating assembly and installation manuals for their products. The templates were distributed among their private brand suppliers and also made available to other approved content design firms, and helped to improve the quality and consistency of the instructional content provided with each product. For the past three years, Info-graphics has been one of three approved third-party resources working with Lowe’s private brand suppliers. The new arrangement makes Info-graphics the sole third-party partner to work with Lowe’s private brand vendors to develop product instructions and instructional content.

Lowe’s Private Brands include: Kobalt, Allen+Roth, Blue Hawk, Style Selections, Project Source, Harbor Breeze, Portfolio, AquaSource, Reliabilt, Garden Treasures, Top Choice, EverTrue, Utilitech, Idylis, Lowe’s Garden Club Select, Gatehouse, Sta-Green, Holiday Living, Task Force and Master Forge.

“We are extremely pleased to be selected by Lowe’s to be their partner in developing better and more comprehensive instructional content for their customers’ said Rob Eddy, Info-graphics President. “We look forward to continuing to partner with Lowe’s and their private brand suppliers to deliver better content, better engagement and a better out-of-the-box experience.”



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.