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Lowe’s expands channel offerings and rebrands media network

Lowe’s, the popular home improvement chain, is making significant updates to its Lowe’s Media Network in an effort to provide more advertising opportunities for brands. The network, previously known as the Lowe’s Sponsored Products platform, has been rebranded as the Lowe’s Media Network and now offers a wider range of marketing channels for advertisers to reach customers.

One of the key changes to the Lowe’s Media Network is the addition of new ad placements within the Lowe’s app, providing brands with more opportunities to connect with customers while they are browsing for home improvement products. In addition to in-app ads, Lowe’s is also expanding its advertising channels to include in-store audio, email, paid search, and direct mail for install services. This expansion allows advertisers to reach customers at various touchpoints throughout their shopping journey.

Since its launch in 2021, the Lowe’s Media Network has connected brands to over 120 million unique customers across its marketing channels. With a focus on categories like lawn care, gardening, appliances, and tools, the network has become a valuable platform for brands looking to target homeowners and DIY enthusiasts. The network currently serves over 300 brands, providing them with customized strategies to help them reach their target audience effectively.

According to Jen Wilson, Lowe’s chief marketing officer, the rebranding of the media network strengthens its association with the Lowe’s brand and reflects the close collaboration between merchandising and marketing teams. Wilson emphasized the importance of building customized strategies that help brand partners show up in key moments throughout the customer journey. This customer-centric approach is essential for driving engagement and conversions for advertisers.

In addition to expanding its advertising capabilities, Lowe’s is also focusing on attracting more shoppers through its loyalty program, MyLowe’s Rewards. Launched earlier this year, the program offers members benefits such as free standard shipping, exclusive offers, members-only gifts, and early sales notifications. By incentivizing customers to join the loyalty program, Lowe’s is able to build stronger relationships with its customers and drive repeat purchases.

Overall, the updates to the Lowe’s Media Network demonstrate the company’s commitment to providing innovative advertising solutions for brands looking to connect with customers in the home improvement space. With a focus on personalized strategies, diverse marketing channels, and a strong loyalty program, Lowe’s is well-positioned to help brands drive engagement and sales in a competitive retail landscape.

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