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.