Lowe's loyalty programme hits 38 million plus members as retailer ramps up media offering in 2026
John Storms, GM, Head of Lowe's Media Network at Lowe's Companies, has taken to social media to share the four Cs powering its media offering evolution in 2026.
In a LinkedIn post, he said: "What a week for Lowe’s Media Network! Our fourth Vendor Forum marked another year of progress - and the start of what’s next. Retail media is transforming how brands connect with customers, and LMN is showing what that looks like when it’s done right: grounded in customer data, connected to culture, and focused on measurable results."
"This week we shared the fours Cs that are powering our media offering evolution in 2026 - shaped by the feedback and partnerships we’ve forged with our brand partners."
These are
Customer data - “In just 18 months, our loyalty programme has grown to more than 38 million members. That’s 38 million ways to understand how customers dream, plan, and buy. And now, with our new real-time dashboard, partners can instantly see those insights turn into performance.”
Cultural integration - “From the NFL to Messi and beyond, we’re helping brands become part of the moments that shape culture - not just advertise around them.”
Channels - “Creator led commerce, connected TV, in-store audio - the list keeps growing. Each one designed to meet customers where they are, in ways that feel natural and meaningful.”
Customer service - “Lowe’s has always been about helping people. LMN brings that same spirit to our partners - blending personal partnership with technology and expertise to scale what makes us special.”
2025 RTIH INNOVATION AWARDS
Retail media was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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