Shopper Marketing - April 2016 - 29


Side) in August 2015, then the following month
unveiled a second location in Manhattan's
Chelsea neighborhood.
Most Manhattan residents do not own cars,
so the retailer's two small-format locations do
not include parking lots. Instead, there is a dedicated aisle for bicycle commuters. The stores include a
larger assortment of small appliances and a seasonal area
dedicated to balcony decorations. Other areas of the store
focus on storage, organization, remodeling and paint.
While some shoppers come
to Lowe's in search of small
items they can carry home,
many want to have their purchases delivered - a
service the retailer promises to complete within
one to two days of purchase. Lowe's is leveraging the millions of square feet of retail space it
has outside of Manhattan to ensure the speedy
delivery, and sometimes it will have employees
help shoppers carry smaller purchases home.
The employees' iconic blue vests serve as a form
of advertising that complements the bus stop
ads Lowe's employed to promote its two Manhattan locations.
Lowe's also made it easier for shoppers to
take home plant purchases by equipping its
urban stores with a "potting station." Instead
of having to buy bags of soil, shoppers can
pot and wrap their purchase to protect it during transit as well as make it easily giftable. "It's
been a really, really popular piece to the store,"
Luster said.
While a typical store might stock 70 to 80
refrigerators, the retailer's Manhattan locations

only have room for 20. The same goes for ranges, dishwashers, air conditioners and other large
appliances. To solve for the space constraint,
the retailer expanded its offerings through a
digital solution from Charlotte, North Carolinabased T1V dubbed The Next Aisle Over.

The retailer uses T1V's omnichannel retail
software, OneShop, to let shoppers peruse different brands and alternate colors of the products in stock via an 84-inch 4K touchscreen
wall. The wall lets shoppers compare the actual
size of appliances, view the products in 3D and
review specifications, as well as search and filter
by product dimensions, brand or price point.
The OneShop software also powers a 32-inch
HD interactive table screen. The touchscreen -
integrated into a stainless steel tabletop - lets
shoppers peruse rug and lighting solutions
pulled directly from the retailer's e-commerce
database, view customer reviews and build a
favorites list. The software also provides Lowe's
with analytics metrics including product views,
device activity time, average session length
and sales conversions.
The small-format test stores will be used as
a model for other urban locations around the
SM
U.S.
APRIL 2016 SHOPPER MARKETING y

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Table of Contents for the Digital Edition of Shopper Marketing - April 2016

Contents
Shopper Marketing - April 2016 - Intro
Shopper Marketing - April 2016 - 1
Shopper Marketing - April 2016 - 2
Shopper Marketing - April 2016 - 3
Shopper Marketing - April 2016 - Contents
Shopper Marketing - April 2016 - 5
Shopper Marketing - April 2016 - 6
Shopper Marketing - April 2016 - 7
Shopper Marketing - April 2016 - 8
Shopper Marketing - April 2016 - 9
Shopper Marketing - April 2016 - 10
Shopper Marketing - April 2016 - 11
Shopper Marketing - April 2016 - 12
Shopper Marketing - April 2016 - 13
Shopper Marketing - April 2016 - 14
Shopper Marketing - April 2016 - 15
Shopper Marketing - April 2016 - 16
Shopper Marketing - April 2016 - 17
Shopper Marketing - April 2016 - 18
Shopper Marketing - April 2016 - 19
Shopper Marketing - April 2016 - 20
Shopper Marketing - April 2016 - 21
Shopper Marketing - April 2016 - 22
Shopper Marketing - April 2016 - 23
Shopper Marketing - April 2016 - 24
Shopper Marketing - April 2016 - 25
Shopper Marketing - April 2016 - 26
Shopper Marketing - April 2016 - 27
Shopper Marketing - April 2016 - 28
Shopper Marketing - April 2016 - 29
Shopper Marketing - April 2016 - 30
Shopper Marketing - April 2016 - 31
Shopper Marketing - April 2016 - 32
Shopper Marketing - April 2016 - 33
Shopper Marketing - April 2016 - 34
Shopper Marketing - April 2016 - 35
Shopper Marketing - April 2016 - 36
Shopper Marketing - April 2016 - 37
Shopper Marketing - April 2016 - 38
Shopper Marketing - April 2016 - 39
Shopper Marketing - April 2016 - 40
Shopper Marketing - April 2016 - 41
Shopper Marketing - April 2016 - 42
Shopper Marketing - April 2016 - 43
Shopper Marketing - April 2016 - 44
Shopper Marketing - April 2016 - 45
Shopper Marketing - April 2016 - 46
Shopper Marketing - April 2016 - 47
Shopper Marketing - April 2016 - 48
Shopper Marketing - April 2016 - 49
Shopper Marketing - April 2016 - 50
Shopper Marketing - April 2016 - 51
Shopper Marketing - April 2016 - 52
Shopper Marketing - April 2016 - 53
Shopper Marketing - April 2016 - 54
Shopper Marketing - April 2016 - 55
Shopper Marketing - April 2016 - 56
Shopper Marketing - April 2016 - 57
Shopper Marketing - April 2016 - 58
Shopper Marketing - April 2016 - 59
Shopper Marketing - April 2016 - 60
Shopper Marketing - April 2016 - 61
Shopper Marketing - April 2016 - 62
Shopper Marketing - April 2016 - 63
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Shopper Marketing - April 2016 - 65
Shopper Marketing - April 2016 - 66
Shopper Marketing - April 2016 - 67
Shopper Marketing - April 2016 - 68
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Shopper Marketing - April 2016 - 70
Shopper Marketing - April 2016 - 71
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Shopper Marketing - April 2016 - 76
Shopper Marketing - April 2016 - 77
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Shopper Marketing - April 2016 - 79
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Shopper Marketing - April 2016 - 91
Shopper Marketing - April 2016 - 92
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Shopper Marketing - April 2016 - 97
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Shopper Marketing - April 2016 - 99
Shopper Marketing - April 2016 - 100
Shopper Marketing - April 2016 - 101
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