Lowe’s Retail Media Network Adds Tech Partner

Lowe’s Cos. Inc. has added a new dimension to its retail media network capabilities, working with technology company Vibenomics to enable it.

The new retail media network technology focuses on in-store ads. Lowe’s will leverage it to use audio ads in its all its owned and operated store locations.

Early results from brands using this retail media advertising technology showed an incremental increase in sales and return on ad spend, Lowe’s general manager and head of retail media John Storms told Digital Commerce 360 via email.

“We designed our portfolio of omnichannel advertising solutions to reach home improvement customers at every step of their shopping journey,” Storms said. “Our advertising starts from the point of inspiration through social channels like Pinterest and Meta, to the point of conversion through Lowes.com and our new in-store audio in partnership with Vibenomics.”

The Lowe’s marketing team is “rebranding” its retail media network, vice president of marketing Bill Boltz told investors in the retailer’s earnings call for its fiscal second quarter.

It’s moving “to a simpler platform where we help our brand partners meet a wide range of marketing objectives from performance on shelf and new product launches to seasonal promotions and multiproduct sales,” Boltz said.

the new technology that Vibenomics provides Lowe’s specifically focuses on the retailer’s stores and own media network. Storms told Digital Commerce 360 that audio ads will help Lowe’s better reach its in-store shoppers.

“With a large mix of DIY and Pro customers visiting our stores, in-store audio was an important expansion to our portfolio of omnichannel advertising solutions,” Storms said. “Access to Vibenomics’ in-store technology helps us better reach in-store shoppers by serving relevant programmatic audio advertisements during a critical time in the customer’s shopping journey.”