Lowe’s rebrands retail media network
Lowe's Companies, Inc. is changing the name and logo of its retail media network as it also expands the reach.
The home improvement giant, which launched Lowe's One Roof Media Network, a retail media service designed to provide a portfolio of omnichannel advertising services, in October 2021., has rebranded its retail media network with a new logo and a simplified name: Lowe's Media Network.
Lowe’s also announced expanded ad placements on its app and the launch of four new channels this year: email, in-store audio, paid search, and direct mail for install services.
The expanded portfolio of omnichannel advertising solutions and services Lowe’s now offers via Lowe’s Media Network 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.
- Measurement and closed-loop reporting.
Currently, Lowe’s Media Network has more than participating 300 brands across home improvement categories including appliances, lawn and garden, and tools.
[READ MORE: Lowe’s makes major change to its retail media network]
"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."
"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."
Based in Mooresville, N.C., Lowe's operates more than 1,700 home improvement stores and employs approximately 300,000 associates.
