[10:41] Why Staying Put Changes Spending Patterns — With higher interest rates keeping homeowners in place longer, Lowe’s sees increased focus on refresh cycles, repair, and upgrades. Jennifer explains how appliance innovation, faster delivery, and awareness of home equity influence spending decisions. These moments create opportunity for Lowe’s to support improvement without requiring a move.
[12:51] Creators as a Scaled Growth Channel — Lowe’s investment in creator economy retail brands has grown rapidly, with more than 26,000 creators contributing to storytelling and reach. Jennifer shares how creator-led moments, like the viral Black Friday bucket campaign, translated into real-world impact, long store lines, emotional stories, and sustained attention that traditional channels alone could not deliver.
[15:51] Sports as a Cultural Connector — Through its NFL partnership and “Earn Your Sunday” campaign, Lowe’s taps into shared rituals that still command attention. Jennifer explains how sports provide live moments, emotional context, and scale, allowing Lowe’s to connect home improvement to culture in ways that feel unexpected but grounded in everyday life.
[23:08] Loyalty and Retail Media as a Growth Engine — With over 38 million members, loyalty marketing in retail fuels repeat visits, personalization, and insight-driven growth. Jennifer outlines how Lowe’s retail media network strategy uses first-party and home data to help partners reach underserved audiences while improving the customer experience across channels.
