Hollis Hardware The Lending Bench

The brief

Borrow the tool. Leave knowing the job.

The Lending Bench is a $350-a-year membership for homeowners who need serious tools once in a while — and want to know how to use them before they leave the store. Winning a member costs us almost nothing; keeping one pays for years — the yearly fee, the repeat project visits, the bigger tools they buy once they trust the help, and the neighbors they send our way. And the bench lesson is what makes it worthwhile for our members: they leave knowing what to do, not just what to buy.

01

Awareness

The ad

A homeowner lifting a pro tile-cutting saw from the Lending Bench wall.

Headline

Use the right tool. Know what to do with it.

Subline

The Lending Bench gives members the pro-grade tools they need for the job, plus a quick bench lesson before they take one home.

Call to action

See how the Lending Bench works.

Answers: brings the promise to life; reaches the right homeowner at project intent; leaves a measurable path to membership.

02

Purchase

The in-store surface

A Hollis Hardware employee giving a customer a practical tool lesson at the Lending Bench.

Tool tag

Borrow me. We'll show you how to use me first.

How it works

  1. Pick the tool your job needs.Tile saw, pipe threader, pressure washer and more.
  2. Get the five-minute bench lesson.We'll walk you through the basics before it leaves the store.
  3. Do the job. Bring it back.Or, if you decide you want one of your own, we'll help with that too.

We keep a card on file while the tool is out. If it comes back damaged or doesn't come back, we'll work out the cost with you.

Answers: proves the Hollis promise in person; converts the right project need; creates a trackable membership and borrowing event.

03

Repeat & Recommendation

The membership

A Lending Bench membership card held at the hardware store counter.

Membership card

You're part of the Lending Bench now. Come back when the next job gets bigger than your toolbox.

Bring a friend

Know someone staring down a job they're not quite ready for? Send them our way.

Answers: keeps the relationship working after purchase; gives members a reason to return and recommend; gives Hollis renewal, borrowing, and referral behavior to measure.