LOWE'S ENHANCES RETAIL MEDIA NETWORK WITH REBRAND AND EXPANDED PORTFOLIO OF OMNICHANNEL ADVERTISING SOLUTIONS
Lowe's Companies, Inc. (NYSE: LOW) has rebranded its retail media network as Lowe's Media Network, introducing a new logo and expanding its portfolio of omnichannel advertising solutions. The network now includes new channels such as email, in-store audio, paid search, and direct mail for install services. This enhancement aims to provide a world-class retail media experience with white glove service for brand advertisers.
The expanded offerings include onsite premium native display, sponsored product ads, omni-channel programmatic activations, offsite advertising placements, and custom insights. Lowe's Media Network has grown rapidly since its 2021 launch, now serving over 300 brands and reaching more than 120 million unique customers. The rebrand strengthens the network's association with the Lowe's brand and reflects the close collaboration between merchandising and marketing strategies.
Lowe's Companies, Inc. (NYSE: LOW) ha rinnovato il nome della sua rete di media retail in Lowe's Media Network, presentando un nuovo logo e ampliando il proprio portafoglio di soluzioni pubblicitarie omnicanale. La rete include ora nuovi canali come email, audio in-store, ricerca a pagamento e posta diretta per i servizi di installazione. Questo miglioramento mira a offrire un'esperienza di media retail di classe mondiale con un servizio di alta qualità per gli inserzionisti di marca.
Le nuove offerte comprendono display nativo premium onsite, annunci di prodotti sponsorizzati, attivazioni programmatiche omnichannel, posizionamenti pubblicitari offsite e approfondimenti personalizzati. Lowe's Media Network è cresciuta rapidamente dalla sua apertura nel 2021, servendo attualmente oltre 300 marche e raggiungendo più di 120 milioni di clienti unici. Il rebranding rafforza l'associazione della rete con il marchio Lowe's e riflette la stretta collaborazione tra strategie di merchandising e marketing.
Lowe's Companies, Inc. (NYSE: LOW) ha renombrado su red de medios minoristas como Lowe's Media Network, presentando un nuevo logo y ampliando su cartera de soluciones publicitarias omnicanal. La red ahora incluye nuevos canales como email, audio en tienda, búsqueda pagada y correo directo para servicios de instalación. Esta mejora tiene como objetivo proporcionar una experiencia de medios minoristas de clase mundial con un servicio personalizado para los anunciantes de marca.
Las ofertas ampliadas incluyen display nativo premium en el sitio, anuncios de productos patrocinados, activaciones programáticas omnicanal, ubicaciones publicitarias externas y análisis personalizados. Lowe's Media Network ha crecido rápidamente desde su lanzamiento en 2021, sirviendo a más de 300 marcas y alcanzando más de 120 millones de clientes únicos. El rebranding refuerza la asociación de la red con la marca Lowe's y refleja la estrecha colaboración entre las estrategias de merchandising y marketing.
Lowe's Companies, Inc. (NYSE: LOW)는 소매 미디어 네트워크의 이름을 Lowe's Media Network로 변경하며 새로운 로고를 선보이고 옴니채널 광고 솔루션 포트폴리오를 확장했습니다. 이제 네트워크에는 이메일, 매장 내 오디오, 유료 검색, 설치 서비스에 대한 다이렉트 메일과 같은 새로운 채널이 포함됩니다. 이 개선은 브랜드 광고주에게 수준 높은 소매 미디어 경험과 프리미엄 서비스를 제공하는 것을 목표로 합니다.
확대된 제공 사항에는 온사이트 프리미엄 네이티브 디스플레이, 스폰서 제품 광고, 옴니채널 프로그래매틱 활성화, 오프사이트 광고 배치 및 맞춤 인사이트가 포함됩니다. Lowe's Media Network는 2021년 출범 이후 빠르게 성장하여 현재 300개 이상의 브랜드에 서비스를 제공하며 1억 2000만 명 이상의 고유 고객에게 도달하고 있습니다. 리브랜딩은 네트워크와 Lowe's 브랜드 간의 연관성을 강화하고 Merchandising과 마케팅 전략 간의 밀접한 협력을 반영합니다.
Lowe's Companies, Inc. (NYSE: LOW) a rebaptisé son réseau de médias de vente au détail sous le nom de Lowe's Media Network, en introduisant un nouveau logo et en élargissant son portefeuille de solutions publicitaires omnicanales. Le réseau comprend désormais de nouveaux canaux tels que les e-mails, l'audio en magasin, la recherche payante et le publipostage pour les services d'installation. Cette amélioration vise à offrir une expérience de médias de vente au détail de classe mondiale avec un service de haut niveau pour les annonceurs de marque.
Les offres étendues comprennent l'affichage natif premium sur site, les annonces de produits sponsorisés, les activations programmatiques omnicanales, les placements publicitaires externes et les analyses personnalisées. Lowe's Media Network a connu une croissance rapide depuis son lancement en 2021, servant actuellement plus de 300 marques et atteignant plus de 120 millions de clients uniques. Le rebranding renforce l'association du réseau avec la marque Lowe's et reflète la collaboration étroite entre les stratégies de merchandising et de marketing.
Lowe's Companies, Inc. (NYSE: LOW) hat sein Einzelhandelsmediennetzwerk in Lowe's Media Network umbenannt, ein neues Logo eingeführt und sein Portfolio an Omnichannel-Werbelösungen erweitert. Das Netzwerk umfasst nun neue Kanäle wie E-Mail, Audio im Geschäft, bezahlte Suche und Direktwerbung für Installationsdienste. Diese Verbesserung zielt darauf ab, eine erstklassige Einzelhandelsmediaerfahrung mit einem erstklassigen Service für Markenwerber zu bieten.
Die erweiterten Angebote umfassen Premium-Native-Display vor Ort, gesponserte Produktanzeigen, programmatische Aktivierungen über alle Kanäle, Offsite-Werbeplatzierungen und maßgeschneiderte Insights. Das Lowe's Media Network ist seit seiner Einführung im Jahr 2021 schnell gewachsen und bedient nun über 300 Marken und erreicht mehr als 120 Millionen einzigartige Kunden. Das Rebranding stärkt die Assoziation des Netzwerks mit der Marke Lowe's und spiegelt die enge Zusammenarbeit zwischen Merchandising und Marketingstrategien wider.
- Expansion of advertising channels including email, in-store audio, paid search, and direct mail
- Serving over 300 brands across various home improvement categories
- Reaching more than 120 million unique customers
- Rapid growth of the media network since its 2021 launch
- Enhanced collaboration between merchandising and marketing strategies
- None.
Insights
Lowe's rebranding of its media network is a strategic move to strengthen its position in the competitive retail media landscape. By expanding its portfolio with new channels like email, in-store audio, paid search and direct mail, Lowe's is diversifying its revenue streams and offering more touchpoints for advertisers. This expansion could potentially
The integration of merchandising and marketing strategies is a smart approach, as it allows for more targeted and effective advertising. With access to 120 million unique customers, Lowe's Media Network offers significant value to brand partners. However, the impact on Lowe's overall revenue may be in the short term, as retail media networks typically contribute a small percentage to a retailer's total revenue.
Lowe's expansion of its media network capabilities demonstrates a commitment to data-driven marketing. The addition of omnichannel programmatic activations and partnerships with tech giants like Google, Meta and Pinterest indicates Lowe's is leveraging advanced ad tech to enhance targeting and measurement. This could lead to improved ROI for advertisers and potentially
The focus on custom insights and closed-loop reporting is particularly noteworthy, as it addresses a key demand from advertisers for more transparent and actionable data. However, Lowe's will need to navigate privacy concerns and potential regulatory changes carefully as it expands its data utilization. The success of this initiative will largely depend on Lowe's ability to execute effectively across these new channels while maintaining a positive customer experience.
Lowe's Media Network Unlocks More Opportunities that Deliver Growth for Brand Partners
"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
Contact
Stefanie Moody
Lowe's Companies, Inc.
Stefanie.moody@lowes.com
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SOURCE Lowe's Companies, Inc.
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