Download - Lowes - infographic
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OptimizingFtheFMarketCommunicationsFMix
Lowe"sFhadFmostlyFreliedFuponFtraditionalFmarketingFmedia
T?V?FAdsFlyers
PointHofHSaleFdisplays
TheFProblem
Lowe"sFhadFlaunchedFanFambitiousFnewFprojectFcalledF-TheFNextFGenerationFInstalledFSales-FNNGISGFtoFgainFcustomerFmindFshareFinFtheFkitchenFremodelingFarena
HowFcanFSimpsonFcreateFaFplanFthatwouldFrepresentFtheFbestFmixFof
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CaseFSynopsis
-ToFprovideFcustomerHvaluedFsolutionsFwithFthebestFprices)FproductsFandFservicesFtoFmakeFLowe"s
theFfirstFchoiceFforFhomeFimprovement-
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ItFwentFpublicFandFhadFsurpassedFS1FbnFinFsalesFbyF1YD9
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InitiallyFservedFtheFDoHItHYourselfFNDIYGFmarketFsegment
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SalesFinF9,,DFservingFapproxF16FmillionFcustomersFaFweek
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NumberFofFhomeFimprovementFstoresFinFUSFandFCanadaFalone
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NumberFofFcategoriesFLowe"sFstoresFhadFofferedFinstalledFsalesFbyF9,,Ynationwide
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PercentageFofFLowe"sFtotalFrevenueFinF9,,DFfromFtheFnewFprogramFandtargetedFDIFMFNDoHItHForHMeGFcustomers
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Competitors
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BradFSimpson)FmarketingFmanagerFatFLowe"s)FbelievedFthatFtoFeducatecustomersFaboutFLowe"sFnewFendHtoHendFcustomerFserviceFofferingFandFitsvalue)FdigitalFmediaFshouldFplayFanFimportantFrole
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Lowe"sFwasFparticularlyFinterestedFinFhowFitFcouldFremainFtopHofHmindduringFtheFtypicalF1DFmonthFconsumerFincubationFperiod?FItFalsoFwonderedifFitFwasFpossibleFtoFinfluenceFconsumerFbehaviourFduringFthisFphaseFandshortenFtheFconsumer"sFdecisionFmakingFprocess
BradFSimpsonFwasFinFdilemmaFasFtoFwhatFextentFdigitalFmediaFshouldFbeusedFinFtheFmarketingFcommunicationsFmix?FShouldFheFmoveFaggressivelyintoFdigitalFchannelsForFbeFmoreFconservativeFandFoptFforFtraditionalFmediacomplementedFbyFdigitalFmedia?FIfFso)FatFwhatFstagesFinFtheFprocessFshoulddigitalFchannelsFbeFemphasizedR
Recommendations
HowFcouldFSimpsonFmaximizeFtheFreturnonFmarketingFinvestmentsFforFthe
NGISR
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InHstoreFmarketing
DigitalFmarketingEHmailFmarketing
EHmailFmarketingFcanFbeFusedFinsteadFofFPostcards
CaseFBlazerFInfographicFonFLowe"s?FGroupFHF9,