Lowes Foods LLC | Company Profile, Marketing Contacts, Media Spend, Brands
Lowe's Food Stores, Inc., operates a chain of over110 supermarkets in North Carolina, South Carolina, and Virginia. They offer fresh meat, seafood, deli, and bakery departments, in addition to natural foods and supplements.
|Main Telephone||(336) 659-0180|
|Main Fax||(336) 768-4702|
Lowes Foods LLC ContactsContacts (5/6)
Sample of Associated Brands
|Mike C.||Senior Vice President||NC|
|Heather G.||Senior Vice President, Brand Strategy||NC|
|Diana M.||Director, Marketing Communications||NC|
|Neil D.||Graphic Design Analyst||NC|
|Lowes Foods LLC||******|
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Digital, Adtech Opps: Lowes Foods hires e-commerce exec to lead omnichannel transformation
Subject: Print, newspaper, digital, outdoor, sponsorship
Company: Lowes Foods, family-owned supermarket chain based in Winston-Salem, N.C. It has about 100 locations throughout North and South Carolina.
Opportunity: Recently hired Klaus Werner as head of e-commerce to lead its ommichannel transformation. Since 2013, the grocer has been evolving to better compete with the rise in popularity of specialty concepts. Recently, as part of an overhaul of its omnichannel capabilities, Lowes began testing technology that will give shoppers a personalized homepage and product recommendations across their entire shopping experience. Therefore, Carolinas sellers should pitch digital platforms that will engage millennials up to Boomers, particularly female household decision makers.
The bulk of Lowes $1 million annual ad budget historically has gone to print (local newspapers), but dollars should transition more to online, social and mobile as part of the omnichannel transformation. Media planning and buying is handled in-house, according to The List. Note that re-branding efforts.
Experience: Werner joined Lowes from Rosetta, a Publicis-owned customer engagement agency, where he was VP of account management for three years. Before that, he was SVP of digital marketing and e-commerce at Red F and director of digital marketing and e-commerce at home improvement retailer Lowe’s.
Media Spend: Grocer Lowes spent $922,000 on measured media last year, almost double what it spent in 2013. However, keep in mind that the grocer did allocate $1.1 million towards advertising in 2012. The rise in spending last year was led by outdoor, which skyrocketed from $61,000 in 2013 to $513,200 in 2014. Meanwhile, spot TV spending fell again, plummeting to $84,000 in 2014 from $188,200 in 2013 and $610,000 in 2012.
Recent Marketing DM Promotion: Werner joins Laura Goldenstein, who recently elevated to director of marketing operations. She’s been with the grocer since 2012.
1381 Old Mill Circle
Winston-Salem, NC 27103
Chief Marketing Officer & Senior Vice President
Director, Marketing Operations
Direct Dial:(336) 775-3051