Home improvement retailer Lowe’s has partnered with Vibenomics, a Mood Media company, to optimise in-store digital technology.
The partnership enables Lowe’s to implement chain-wide in-store audio programmatic ad buying, making it the first within-home improvement vertical.
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Brands will now be able to reach Lowe’s shoppers directly through programmatic audio advertisements.
Lowe’s media network will use Vibenomics’ in-store digital technology to launch targeted, specialised audio ads across the retailer’s owned and operated stores.
Lowe’s general manager and retail media head John Storms said: “Expanding our portfolio to in-store media is an important development in our journey to be a best-in-class retail media network, offering full-funnel omnichannel solutions for our brand partners.
“With a mix of DIY and pro customers visiting our stores, our partnership with Vibenomics will allow us to increase our reach in serving up brand-led messages that fuel awareness and conversion during the in-store shopping journey.”
Lowe’s media network, which launched in 2021, has seen rapid growth and now serves more than 300 brands.
The network provides customisable ad solutions, proprietary first-party data and consumer insights, enabling advertisers to connect effectively with Lowe’s extensive customer base.
Vibenomics retail media and partnerships SVP Paul Brenner stated: “Lowe’s is already a leader in providing on-site and off-site solutions in the home improvement vertical for its brands.
“This strategic partnership allows Lowe’s to close the loop with in-store advertising, enabling brands to influence purchase decisions through omnichannel strategies.”
During the beta rollout of this new advertising channel, two of Lowe’s top partners, a leading appliance brand and a leading consumer packaged goods brand, were among the first to experience the benefits.
The early results indicated that in-store audio ads successfully drove an incremental sales lift and return on ad spend.
In June 2023, Lowe’s offered customers an Apple Vision Pro-powered experience in three test markets in the US.
