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.
Go deeper with GlobalData
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.”
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataLowe’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.
