Dive Brief:

• Lowe’s six-second “Fix in Six” Vine tutorials are now live as window displays at the company’s second Manhattan location, a streamlined store set to open in the Chelsea neighborhood. The company opened its first location in the city last month in the Upper West Side. 
• The city-living Fix in Six videos use live animation to offer instructions on tasks like hanging a bicycle from the ceiling to save space and painting a room a lighter color to make it appear larger. 
• The company’s two new Manhattan stores are about one-fifth the size of a typical Lowe’s big-box location, and will deploy digital tools to offer a full range of merchandise. 

Dive Insight:

Six-second live animations of Vine tutorials are helping Lowe’s build buzz for is new Chelsea “neighborhood” location in Manhattan, which opens next month. Lowe’s second store in Manhattan will be a compact 30,000 square feet and offer a spate of digital services to keep physical inventories at a minimum, similar to the company's Upper West Side location opening this month.

To encourage omnichannel sales while fitting into a crowded urban environment, both stores will offer an array of digital tools that connect to Lowe’s website to permit browsing beyond what their relatively small showroom floors; customers will be able to use 3-D imaging to preview selected appliances in a kitchen setting, for example. All items on display will be available for same-day delivery, and those ordered using the stores’ digital tools will be available for next-day delivery.

While integrating with the streetscapes of their New York neighborhoods and targeting Chelsea' hip, tech-savvy populace with Vines, the new Lowe’s stores will also accommodate project managers and contractors with dedicated entrances and fast mobile checkout.