Lowe’s AR App: Marketing Done Right

With the advancements of technology, companies have been trying to come up with ways to improve their marketing strategies in the digital world. Augmented reality has been an emerging trend in marketing and sales strategies. It allows the user to experience an unique experience by just tapping into the company’s app. One company that has masterfully utilized this trend is Lowe’s Home Improvement.

Keren says “with today’s global competition, many organizations are rethinking their business model…”. The reason for this, he says, is “technological innovation”. The convenience (and often times, the better prices) of online shopping has forced Lowe’s (an omnichannel company) to get creative to give the best value for their customers.

Augmented reality works so well a company like Lowe’s because it lends itself beautifully with the products they are selling. Purchasing furniture, paint, and other home improvement supplies requires a more hands-on experience because in order to properly decorate your house, there are a number of factors to consider that can only be answered by going to the store. Size, weight, and style can all be provided online (written out), however in order to really get the best gauge of what you are purchasing.

Lowe’s AR app allows the customer to choose a product (outdoor patio furniture, grills, smokers, etc), scan the area where you want to place that product, and drag and drop to get a near-perfect idea of what it will look like when the product arrives. The product remains scale-to-size for the most accurate representation. Especially with the amount of products Lowe’s offers that are large in size, the stress of going to the store and acquiring your own measurements is taken away. Once you are satisfied with the product, you just add it to the cart and make your purchase. Lowe’s was able to see the trend of online shopping, a trend that likely caused them to feel a little nervous. But with change comes adaptability and innovation. Lowe’s had no choice but to implement a new strategy that would allow their customers to feel more at ease when they purchased online.

These companies consistently refine the role digital technology in attracting, retaining, and building consumer relationships to improve their competitive positions in the traditional market while also bolstering their marketspace presence — Roger A. Keren

I feel this app will definitely increase brand loyalty because this change tells the customer that they are in tune with what’s going on in the marketing world, in tune with their audience’s needs, and that they are a company that are willing to change the way they’ve been doing things in order to stay relevant. This gives the customer faith in the company, thus establishing loyalty and ultimately, revenue. Keren says companies should “consistently refine the role digital technology in attracting, retaining, and building consumer relationships to improve their competitive positions in the traditional market while also bolstering their marketspace presence” (Keren 380). Lowe’s did, and they positioned themselves better for it.