Clicks 2 Bricks Ep 95: Jennifer Wilson is the Senior Vice President and Head of Marketing for Lowe's
Our guest today is Jen Wilson, and she’s the Senior Vice President and Head of Marketing for Lowe’s. The major update from the home improvement retailer revolves around the recent revitalization of the My Lowe’s Loyalty Program. This relaunch features enticing spending rewards and innovative methods to capture consumer preferences even before any purchases are made. Join the conversation as we dive into how they’re thinking about differentiation, how they’re measuring the performance of their loyalty program, the importance of a customer data platform, and Jen unpacks Lowe’s philosophy on ‘local.’ We delve into Jen’s impressive 18-year journey at Lowe’s, initially beginning in public relations and evolving into her current leadership role in marketing amidst this era of digital innovation. Don’t miss out on this insightful episode with our guest, Jen Wilson from Lowe’s. Enjoy!
Key Points From This Episode:
- We kick off the podcast with a fun fact about our guest, Jen Wilson.
- Jen unpacks Lowe’s’ brand story and what the current footprint looks like.
- Thinking about differentiation: being the most helpful brand in home improvement.
- How they came up with the concept of Lowe’s Knowns.
- Jen shares further details on the Lowe’s Knowns program.
- Relaunching the My Lowe’s Loyalty Program and the strategic thoughts behind the changes.
- How they’re measuring the performance of their loyalty program.
- Why she believes it’s critical to have a customer data platform set up as the underpinning of a loyalty program.
- We talk about the other pillars of their marketing strategy, other than the loyalty program.
- Jen shares her thoughts on how your brand strategy lives within the marketing umbrella.
- What they mean when they say they’re looking more through the front windshield and less through the rear windshield for 2024.
- Lowe’s philosophy on ‘local.’
- Jen talks about how local Google searches play a meaningful role for Lowe’s: a fundamental element of how they localize their strategy.
- She speaks to Lowe’s response to third-party reviews.
- How AI is being talked about as part of their marketing strategy.
- We delve into Jen’s remarkable 18-year career journey at Lowe’s.
- She elaborates on the formal and informal mentorship programs within Lowe’s.
- Jen fires back with our quick response round of questions.
Links Mentioned in Today’s Episode:
‘CMOs Need To Think And Act Locally In The Age Of COVID-19 And Beyond’
‘Few CMOs Appreciate The Impact Of Google Search On Foot Traffic’