How Lowe’s Is Remodeling Into a Culture-Pushed, AI-Powered Lifestyle Model

The that means of dwelling has modified. It is now not nearly upkeep or necessity; it displays how folks reside, develop, and plan for the long run. 

In this episode of The Speed of Culture podcast, Matt Britton sits down with Jennifer Wilson, senior vp and CMO at Lowe’s, to look at how one in every of America’s largest retailers is executing a contemporary advertising and marketing technique rooted in tradition, expertise, and long-term relevance. 

Jennifer breaks down Lowe’s model transformation, from increasing past conventional dwelling enchancment into way of life and group, to utilizing AI in dwelling enchancment retail, scaling creator partnerships, and constructing a robust retail media community. 

The dialog provides a transparent have a look at how manufacturers evolve with out shedding belief, and what it takes to remain related as client conduct, expertise, and tradition proceed to shift.

Jennifer has spent greater than 20 years at Lowe’s, progressing via senior roles throughout built-in advertising and marketing, model and buyer advertising and marketing, and enterprise management earlier than moving into the CMO position.

Her expertise throughout each advertising and marketing and enterprise items shapes Lowe’s model transformation at the moment, informing choices round retail advertising and marketing technique, creator economic system funding, loyalty progress, and the evolution of Lowe’s as a contemporary, experience-led retailer.

Key Takeaways:

[01:32] Home as Lifestyle, Not Just Shelter — Jennifer explains how the pandemic reshaped the emotional position of dwelling. What as soon as centered on security and fundamental perform now displays way of life, progress, and long-term dwelling. People take into consideration how their properties evolve with household, work, pets, and growing old. This shift anchors Lowe’s advertising and marketing technique, positioning the model as a accomplice throughout life levels, not only a place to purchase provides.

[04:01] Redefining What Home Improvement Means — Lowe’s model transformation strikes past the previous notion of construction-only retail. Jennifer outlines how expanded market choices, décor, and immersive retailer experiences enable Lowe’s to help each structural initiatives and private expression. The purpose is relevance throughout mindsets, whether or not a buyer is fixing an issue or shaping how their dwelling feels.

[06:52] AI as an Enabler for People, Not a Replacement — AI in dwelling enchancment retail helps take away friction with out eradicating folks. Jennifer shares how AI helps associates with real-time data and helps clients visualize initiatives, clear up issues, and transfer quicker. At the identical time, Lowe’s continues to put money into expert trades, treating AI as a confidence booster, not an alternative choice to human experience.

[08:54] Serving Doers and Impulse Shoppers Together — Jennifer describes two distinct purchasing behaviors shaping dwelling enchancment model advertising and marketing. Some clients love hands-on initiatives and studying by doing. Others store via inspiration, social discovery, and impulse. Lowe’s adapts its assortment and storytelling to satisfy each wants, reflecting a grounded method to how manufacturers keep culturally related with out selecting sides.