Lowe's Media Network Unlocks More
Opportunities that Deliver Growth for Brand Partners
MOORESVILLE, N.C., Aug. 8, 2024
/PRNewswire/ -- Lowe's Companies, Inc. is making new
advancements to its media network to deliver a world-class retail
media experience with enhanced white glove service for its brand
advertisers. To support its strategic growth, Lowe's has rebranded
its retail media network with a new logo and a simplified name:
Lowe's Media Network. Lowe's also announced expanded placements on
the Lowe's app and the launch of four new channels this year:
email, in-store audio, paid search and direct mail for install
services.
"Over the past few years, we've transformed our enterprise
marketing strategy to become more integrated with Lowe's
merchandising strategy, and that transformation has been in tandem
with Lowe's Media Network," said Jen
Wilson, Lowe's chief marketing officer. "The rebrand of our
media network strengthens its association to the Lowe's brand and
is the culmination of the close collaboration we've built between
merchandising and marketing. We have a talented team of retail and
media experts who work cross-functionally to build customized
strategies that help our brand partners show up in the moments that
matter throughout the customer journey."
In 2024, Lowe's roster of retail media channels has evolved to
better deliver on its brand partners' business goals, whether
that's to raise awareness, launch a new product, drive traffic or
increase sales. Its expanded portfolio of omnichannel advertising
solutions and services include:
- Onsite premium native display and sponsored product ads on
Lowes.com and the Lowe's app
- Omni-channel programmatic activations across display, video,
connected TV, streaming audio & podcasts and digital
out-of-home with Yahoo DSP
- Offsite advertising placements including email, paid search and
social media with partners like Google, Meta and Pinterest
- Audio advertising in Lowe's stores nationwide
- Custom insights on current campaigns and implications to future
strategies, including audiences, tactics and creative
- In-depth measurement and closed-loop reporting
"We're partnering with brands to help them reach the right
audiences in a localized, relevant and personalized way," said
John Storms, general manager and
head of Lowe's Media Network. "That includes finding new and
different ways to get our brands in front of customers, whether
they're looking for inspiration or ready to make a purchase. This
year, we've identified and launched new channels informed by our
brands' input and customer behavior, like paid search and in-store
audio."
Since its original launch in 2021, Lowe's Media Network has
evolved to provide full-funnel advertising solutions to help brands
meaningfully connect with more than 120 million unique customers
across these expanded capabilities. The media network has grown
rapidly, currently serving more than 300 brands spanning various
home improvement categories, including appliances, lawn and garden,
and tools.
"Lowe's Media Network has continued to evolve and grow since its
inception nearly three years ago, and we remain focused on offering
a best-in-class retail media experience for our partners. Our team
is continuing to develop solutions tailored to Lowe's growing
customer and vendor base, making it even easier for brands to work
and grow their business with Lowe's," said Storms.
To learn more about the customized advertising solutions
available through Lowe's Media Network, please visit
LowesMediaNetwork.com.
About Lowe's
Lowe's Companies, Inc. (NYSE: LOW) is a
FORTUNE® 50 home improvement company serving approximately 16
million customer transactions a week in the United States. With total fiscal year 2023
sales of more than $86 billion,
Lowe's operates over 1,700 home improvement stores and employs
approximately 300,000 associates. Based in Mooresville, N.C., Lowe's supports the
communities it serves through programs focused on creating safe,
affordable housing and helping to develop the next generation of
skilled trade experts. For more information, visit Lowes.com.
Contact
Stefanie
Moody
Lowe's Companies, Inc.
Stefanie.moody@lowes.com
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SOURCE Lowe's Companies, Inc.