Why Lowe’s chief marketer Jen Wilson added digital commerce to her portfolio

Lowe’s has expanded the role of Chief Marketing Officer Jen Wilson to include oversight of Lowes.com and its online Marketplace. While this looks like a corporate reshuffle, it signals a major shift in how the home improvement giant plans to convert customers. By merging marketing with digital commerce, Lowe’s is focusing on the 'total experience.' This means better integration of their loyalty programs and, crucially, how financing and payment options are presented to customers during the online shopping journey. For retailers and operators, this move highlights the death of the 'silo.' You can no longer treat your website as just a catalog and your marketing as just an ad. Every digital touchpoint is now an opportunity to offer personalized financing. Lowe’s is betting that by controlling the entire digital funnel under one leader, they can better target DIYers and Pro contractors with specific credit offers right when they are ready to buy. If you run a retail operation, you should look at how your own digital platform integrates your financing partners. If your credit application is buried or feels disconnected from your marketing, you are likely losing sales to competitors who, like Lowe’s, are streamlining that path to purchase.

Source: Retail Dive

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