Performance Spotlight: Using Advanced Analytics to measure Lowe’s One Roof Media Network

Performance Spotlight is a series that takes an in-depth look at brands successfully driving better performance and efficiency, with the support of Meta tools, to help grow their business.

In January 2023 Lowe’s brought the Lowe’s One Roof Media Network in house to enhance their advertiser services and build even stronger relationships with their brand partners. To learn more about what’s driving performance for Lowe’s we sat down with Chandhu Nair, Senior Vice President, Data, Analytics and Computational Intelligence & Marketing Technology to learn more.

When did you start Lowe’s One Roof Media Network?

We introduced Lowe’s One Roof Media Network in 2021 and earlier this year we brought all of the sales and operations in house. We started out on this journey as we saw an opportunity to help our brand partners connect with a changing consumer environment as they evolve their relationships with their homes. At the same time the media landscape has evolved dramatically making it more difficult for brands to connect with customers and drive meaningful results.

How do you think about retail media networks as an opportunity to build closer brand and retailer partnerships?

As a leading home improvement retailer, Lowe’s has a deep understanding of the different life stages and personas of customers that seek out home improvement projects. Home improvement is a very nuanced category of retail where spending patterns and average order value can be very different depending on the project a customer is trying to solve. Insights around these projects come to life in purchasing patterns across our website and in our 2,200+ stores. By bringing these insights to our brand partners through Lowe’s One Roof Media Network we’re able to position ourselves as a growth partner and help them connect with the customers they need to grow their businesses.

How would you define performance for your retail media network?

For Lowe’s, our focus is always on putting the customer first. WE take the rich customer insights that we have, and we serve our customers relevant ads from our brands, driving increased traffic, engagement and ultimately sales for our brand partners. Ultimately, we measure the performance of these ads by looking at the outcomes directly associated with our media, and partners like Meta help us to ensure we’re able to provide omni-channel closed-loop reporting to evaluate how our media drove outcomes online and in store for metrics like traffic, engagement and return on ad spend.

How are you using Meta’s Advanced Analytics to measure the impact of One Roof Media Network for advertisers?

Today we’re partnering with Meta to help our brand partners understand that digital advertising does drive in store sales. By using Meta’s Advanced Analytics tool we’re able to take our in store sales insights and compare that with Meta’s ads measurement to provide advertisers with store, brand and product level reporting of sales from digital campaigns.

Do you have any results from using the product that you can share? How have the insights helped evolve your strategy?

We’re seeing strong engagement around the initial results in longer purchase cycle and store centric categories like flooring and seasonal outdoor living. For these categories, having an insights driven social strategy is helping to influence that final instore trip and purchase.

What advice would you give to brands that may be hesitant to invest in retail media networks?

As digitally influenced sales continue to grow, there’s no better time to invest in retail media networks that are dedicated to connecting brands with customers across their purchase journey. Brands should think of RMNs as a consultative partner that is helping them unlock the best strategy to reach their target audience and drive performance. Lowe’s One Roof Media Network brings advertisers the right mix of home improvement customer insights and channel expertise we are building with our partners like Meta.