Lowe's Launches Lowe's One Roof Media Network, A New Kind of Retail Media Sales and Marketing Service

Rhea-AI Summary

Lowe's Companies, Inc. (NYSE: LOW) launched the One Roof Media Network on October 13, 2021, a retail media service designed to enhance brand visibility in the home lifestyle sector. The network offers data-driven insights, ad placement on Lowes.com, and custom content to connect brands with consumers. Over 100 brands participated in early tests, achieving impressive returns such as a 700% return on ad spend. The initiative aims to scale up in 2022, integrating technology from CitrusAd and Criteo.

Positive

• Launch of Lowe's One Roof Media Network enhances brand visibility.
• Achieved significant revenue growth in initial tests, including a 700% return on ad spend.
• Engagement with over 100 partner brands, indicating strong market interest.

Negative

• None.

MOORESVILLE, N.C., Oct. 13, 2021 /PRNewswire/ -- Lowe's Companies, Inc. (NYSE: LOW) today announced the launch of Lowe's One Roof Media Network, a retail media service providing an extensive portfolio of omnichannel advertising services designed to put brands at the forefront of the home lifestyle movement.

Americans' relationships with their homes have been transformed and the home lifestyle customer has become increasingly important for brands. At the same time, a changing media landscape has made it more challenging for brands to meaningfully connect with and engage this growing audience.

"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," said Marisa Thalberg, Lowe's executive vice president, chief brand and marketing officer. "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."

Lowe's One Roof Media Network brings together data-driven insights, foresight into consumer behaviors and home category trends, and customized advertising products under one roof to help brand partners drive relevancy and sales with the home lifestyle customer. Capabilities, both in operation today and under development to launch in 2022 and beyond, 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
• In-depth measurement and closed-loop reporting including consultation for growth opportunities.

The network also aims to help customers hear from the brands they care most about. In fact, more than 100 partner brands, including Samsung, Kohler and GE Lighting, a Savant company*, participated in Lowe's One Roof Media Network's early beta tests, with limited categories and inventory. Those tests have already generated significant growth of daily revenue. One kitchen and bath partner achieved a 700% return on ad spend, with several vendors in the pilot seeing returns over 1,000%. As part of the next public beta phase, Lowe's will scale onsite inventory, select offsite activation partners and ramp sales demand as brands plan for 2022.

Partner brands will benefit from integration with a top marketing team and brand, which was recognized by Fortune as the No. 1 Most Admired Specialty Retailer and one of the World's Most Admired Companies this year, and included in Ad Age's Marketers of the Year list in 2020.

In development of Lowe's One Roof Media Network, Lowe's partnered with technology and service providers CitrusAd and Criteo.

For more information, visit LowesOneRoofMediaNetwork.com. To inquire about advertising opportunities, email LowesOneRoofMediaNetwork@Lowes.com.

*GE is a trademark of General Electric Company. Used under trademark license by GE Lighting, a Savant Company.

About Lowe's
Lowe's Companies, Inc. (NYSE: LOW) is a FORTUNE® 50 home improvement company serving approximately 20 million customers a week in the United States and Canada. With fiscal year 2020 sales of nearly $90 billion, Lowe's and its related businesses operate or service more than 2,200 home improvement and hardware stores and employ over 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:
Jackie Pardini Hartzell
Lowe's Companies, Inc.
Jaclyn.Pardini@lowes.com

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SOURCE Lowe's Companies, Inc.

FAQ

What is Lowe's One Roof Media Network?

Lowe's One Roof Media Network is a retail media service launched by Lowe's to provide advertising solutions tailored for the home lifestyle market.

When was Lowe's One Roof Media Network launched?

Lowe's One Roof Media Network was launched on October 13, 2021.

What were the results of the early tests for Lowe's One Roof Media Network?

Initial tests of Lowe's One Roof Media Network generated significant growth, with some partners achieving returns over 700% on ad spend.

Which brands participated in the beta tests of Lowe's One Roof Media Network?

Over 100 partner brands, including Samsung, Kohler, and GE Lighting, participated in the early beta tests of Lowe's One Roof Media Network.

What technology partners did Lowe's collaborate with for the One Roof Media Network?

Lowe's partnered with technology and service providers CitrusAd and Criteo for the development of the One Roof Media Network.