Lowe’s Companies, Inc. on Wednesday (Oct. 13) announced the creation of a retail media service that includes a variety of omnichannel advertising services to boost brands’ positions in the home lifestyle landscape.
Lowe’s One Roof Media Network will include data-driven insights into customer behavior and home-based trends with a customized advertising program “to help brand partners drive relevancy and sales with the home lifestyle customer,” the company announcement says.
“There’s been a real shift in consumer behavior and sentiment toward home, and we know our partners are continually looking for new ways to command attention, drive relevance and overall sales,” Marisa Thalberg, Lowe’s chief brand and marketing officer, said in the company announcement.
“Leveraging Lowe’s deep understanding of the home lifestyle customer and real-time trends, Lowe’s One Roof Media Network will serve as an extension of our partners’ marketing teams, helping them develop custom, comprehensive approaches designed to deliver on their business goals,” she added.
The Lowe’s One Roof Media Network will include ad placement on high traffic Lowes.com pages and in the Lowe’s mobile app; digital and social media extensions to help brands better reach their target customers; sponsored home editorial content on Lowe’s social channels and Lowes.com; custom research and thought leadership on future shopping behaviors, trends and shifts; and measurement and reporting including consultation for future growth.
Related: Lowe’s, Home Depot Court Big-Spending Pro Contractors As DIY Takes A Breather
In August, Lowe’s CEO Marvin Ellison noted that the company has about 25% penetration in the professional market and is working to improve that going forward. Lowe’s didn’t have a clear strategy for attracting pros for almost a decade until Ellison took over in 2018.
Lowe’s recently transitioned its Lowe’s For Pros program to the cloud and integrated it into the main Lowe’s website, which gives its professional users more features, faster updates and personalized offers, such as rapid reorder on frequently purchased items.
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