Presentation by Jeff Campbell (Resolution Media) and Sean Bartlett (Lowe's) on Lowe's mobile platforms & leadership as well as traffic driving strategies/tactics. Presented at Internet Retailer (IRCE2012)

1. Lowe’s Mobility
Sean Bartlett Jeff Campbell
Lowe’s Resolution Media
Director, Mobile Strategy Managing Director
@sean_bartlett @cjeffcampbell

2. Lowe’s
• 8th Largest Retailer in the U.S.
• $50.2 billion in Sales for Fiscal 2011
– 70% e-commerce growth
– No. 47 on IR Top 500 List
• Ranked No. 54 on FORTUNE 500 list
• 1,745+ Stores
– Customer Wi-Fi in every one
• 15 million Customers Each Week
• 234,000 Employees

3. • Recognized industry thought leader since 2003
• Extensive marketing channel integration experience
• 700+ global employees; 170 in North America with offices in NY,
Chicago, LA, San Francisco, Charlotte and Toronto
• Top 2 in search spend globally
• Proprietary Resolution process + best-of-breed technology
• Experts in leveraging online digital behavior
• Global search leader

4. MOBILE @ LOWE’S

5. Intent
Advance the customer & Associate experience
through compelling interactions, regardless of
location

6. Guiding Principles
• Mobile is Not a Channel
• Any Device, Any Time
• MVE, not MVP
• Best Practices are a Recipe for Parity
• Commit to Craftsmanship
• Have Fun

7. Associate Mobility

8. Consumer Mobility

9. MyLowe’s

10. Spreading The Message

11. The Response

12. WHAT’S NEXT

14. IF YOU BUILD IT…WILL
THEY COME?

15. Testing, Testing, and More Testing
OBJECTIVE: Drive Mobile Revenue / On-site Action / Drive Store Visits / Etc.
Strategy Tactics Measurement
Understand mobile Separated Mobile Click volume, CTR, Store
demand & behavior Campaigns Locator Use
Improve targeting & CTR, ROAS, On-site
Copy Testing & Site Links
engagement Actions/CVR
Drive increased Ad Extensions: Offer, CTR, Actions,
conversion Location Mobile-to-Store
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16. Shoppers Are Avid Mobile Searchers
40%
of all mobile & tablet
shopping queries occur
in Q4
1 out of 5
Google shopping
queries are now on
mobile
2008 2009 2010 16 2011
Google Internal Data: Mobile Shopping Queries

17. … and Incremental to Desktop (+20%)
Mobile
20%
Desktop
10%
5%
2%
2008 2009 2010 2011
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Source: Google Data Source: Google Internal Data, Top 1000 Lowe’s Keywords by Click Volume

18. Mobile vs. Desktop Ranking Factors
• Strong correlations to rankings in Google
smartphone search results
• Phrase-matched keywords in the page’s title
• Encouraging repeat visits
• Being a desktop site
• Having a mobile site (m.domain.com)
• Having more than 100k unique visitors
worldwide
• Specific to Local-Mobile:
• Having a location in close proximity to
Searcher/Device
• Completeness of Google Places
• Hours of Operation
• Events
Source: Resolution Media, http://www.ResolutionMedia.com

19. Create Separate Mobile Search Campaigns
You will have the ability to…
• Report on pure mobile performance
• Control of how our budgets are being spent
• Control messaging & have specific Mobile call to
actions (including phone numbers)
• Adjust bids differently for Mobile
• Target by device and network (iPhone vs.
Android)
• Use unique tracking URLs
• Create specific targeted ad groups to target
mobile content more effectively
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20. Click-to-Download Ads For App Promotion
• Enables users to download
mobile apps directly from
Android and iPhone market
places
• Ads are targeted by OS –
and can even be targeted by
carrier
• Trademark approval needed
for “iPhone”, “iTunes” use
in copy
20

21. Display Message Opportunities
M-Circular Display Location Based Video/Rich Media
21

22. Mobile vs. Desktop
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23. Thanks/Questions…
Sean Bartlett Jeff Campbell
Lowe’s Resolution Media
Director, Mobile Strategy Managing Director
@sean_bartlett @cjeffcampbell