Lowe’s launches associate subscription

Lowe’s is selling home maintenance as a subscription, sending store associates into customers’ homes for routine upkeep visits. (corporate.lowes.com) The program, called HomeCare+, launched nationwide on March 17, 2026, for $99 a year and is open to MyLowe’s Rewards members. It includes two in-home visits annually and covers more than 75% of homes in the United States, Lowe’s said. (corporate.lowes.com) At each appointment, customers can choose as many as seven tasks from a fixed list: dryer vent cleaning, heating, ventilation and air conditioning filter replacement, refrigerator water filter replacement, electric water heater flushing, garage door lubrication, smoke and carbon monoxide detector battery replacement, and light bulb replacement. Visits can be booked in stores or through Lowe’s website. (corporate.lowes.com) The pitch is less about repairs than repeat contact. Lowe’s senior vice president and chief marketing officer Jen Wilson said the company is using the “expertise of our red vest associates” to deepen customer loyalty, and the subscription ties directly into the retailer’s loyalty program. (corporate.lowes.com) HomeCare+ extends a membership push Lowe’s started on January 10, 2024, when it launched MyLowe’s Rewards for do-it-yourself shoppers. On November 4, 2024, it added a Digital Home Platform that stores product manuals, warranties, maintenance suggestions and replacement-part recommendations for loyalty members. (corporate.lowes.com 1) (corporate.lowes.com 2) The new service adds in-person labor to that digital layer. Retail TouchPoints reported that HomeCare+ subscribers also get automatic Gold Status in MyLowe’s Rewards and 5% off select consumable items used in the visits, such as filters, bulbs and batteries. (retailtouchpoints.com) (retailcustomerexperience.com) Lowe’s is testing whether a chain built around one-time project purchases can hold on to customers between remodels and appliance swaps. In its latest annual report, the company said it operated 1,759 stores in the United States as of January 30, 2026, giving it a large store-associate network to support that model. (corporate.lowes.com) The immediate next test is whether customers pay $99 for chores they could do themselves but often postpone. Lowe’s is betting that regular visits from familiar store staff will keep those small jobs — and the customer relationship behind them — from slipping. (corporate.lowes.com)