Lowes
Marketing Technology & Customer Lifecycle Personalization For Lowe's
Lowes’ is a $70B Home Improvement company. Much like any other large brand, lagging support from Lowes’ Technology and IT forced Marketing to independently buy into technology platforms for everything from DSPs, Customer Data Onboarding, Content Creation and Management, Data Capture and Analysis, to Loyalty Management. Integrations between these different platforms were nonexistent and the Marketing Ops team manually and repeatedly bridged flow of data and content. On being asked to consolidate and rationalize technologies used by the Marketing team, Lowes’ eCommerce team invited Novus Laurus to consult and help specify core functionality and platform for a Marketing Technology stack that could be seamlessly connected to Digital and eCommerce efforts.
Novus Laurus interviewed the Marketing Strategy, Media, Creative and Operations teams to list and catalog the full set of software/platforms being used. Further, Novus Laurus drafted a streamlined Data, Content and Personalization Future State for Lowes’ to meet both Marketing needs as well as integrate seamlessly with other Digital initiatives such as eCommerce. Lastly, Novus Laurus compared multiple Marketing Tech Stacks provided by Google, Oracle, Adobe, Salesforce to identify best possible software platform for Lowes’.
Finally, Lowes’ was provided with an overarching migration plan for marketing technology to achieve 1 to 1 personalized marketing within multiple customer segments while merging with the technology corridor prescribed by Lowes’ IT.
With the new strategy provided for Personalization by Novus Laurus, Lowes’ will be able to Personalize Customer Experience along the full Customer Lifecycle including post-transaction communications