An inside look at a career-defining Lowe's initiative

Lowe's is on a mission to win Gen Alpha by getting them off screens and into stores — and empowering associates to lead the way.

Why it's important: As brands rethink how to connect with the first generation of true digital natives, innovation is key to staying ahead.

• This is creating opportunities for Lowe's associates to think outside the box, shape the customer experience and influence the future of the company.

How it's done: Lowe's is evolving the Kids Club program into a more intentional experience — a project that became a career-defining moment for Assistant Marketing Manager on the Loyalty and Customer Marketing team, Maliah G.

We asked her to tell us more.

What was the original idea that sparked this project?

Kids Workshops have been around for nearly 25 years. Maliah's team set out to build on the success of a trusted program and reimagine it for families raising Gen Alpha kids.

"Now more than ever, we know that families crave meaningful experiences that feel personalized, relevant and empowering."

• That meant more hands-on, screen-free activities families could do together.

Okay, but: The new focus isn't just on activities, but on cultivating deeper connection.

"A key part of the project's evolution was identifying the feeling that we wanted to bring to families. We want families to feel that Lowe's is not only solving problems and fulfilling dreams for the home, but that we're also here to help them learn, grow and connect with us and with each other."

This required alignment between corporate and in-store associates, which put Maliah's cross-functional skills to the test.

• "One of my most important responsibilities was making sure our Red Vest associates had the clarity, tools and support they needed to confidently deliver a great experience."

Can you walk us through how cross-team collaboration brought this idea to life?

"Bringing this new benefit to life was an undertaking that required collaboration with many teams — all equally dedicated to creating real moments of connection for families."

Some examples:

• The Tech team built a seamless user experience across the website and app.
• Creative, Customer Marketing, and Media teams drove awareness and engagement.
• Store Operations kept the new in-store experiences running smoothly.

"My team and I led the strategy behind launching the Kids Club to ensure it came to life seamlessly across the business."

When did this project feel like a true "bucket list" career moment?

For Maliah, the scale and end-goal of the project made it stand out.

"The sheer scope of this impact undoubtedly makes this a bucket list career moment for our entire team."

What impact has this initiative had so far, and how are people actually using it today?

"Families started engaging with new offerings on day one — creating kids profiles for their mini-members, expressing excitement about the new digital badges, and grabbing free organic lollipops with every store visit."

• "The excitement and positive buzz we've seen from customers across social media have proven just how important it is for brands to connect with families on a deeper level."

The impact: "We aimed to create shared experiences that enforce skills, strengthen families and deepen brand affinity — and Kids Club is doing exactly that."

Looking ahead: How does this project influence what's next for Lowe's?

"The role that we play in the lives of families — from getting kids excited about home improvement by teaching them valuable, hands-on skills, to showing up for families as they grow with Lowe's — is cementing our spot as leaders and innovators in this space."

"Winning Gen Alpha may not be immediately measurable, but we're confident in Kids Club as a long-term play for building loyalty among the next generation of home buyers and DIYers."

The takeaway: In a digital-first world, hands-on experiences still matter — and so does the work that brings them to life.

At Lowe's, that means giving associates the chance to influence how the next generation learns, shops and connects — and engage in the kind of work that turns into a true career bucket-list moment.

Learn about opportunities to drive impact at Lowe's.