{
  "slug": "lowes-2026-10-14t15-3",
  "company": "Lowe's",
  "headline": "Lowe's built a full-funnel media network and is measuring impact across awareness to purchase.",
  "topic": "{Stash Edge — Retail & Shelf Play}",
  "source_name": "Marketing Dive",
  "source_url": "https://www.marketingdive.com/news/how-lowes-is-building-and-measuring-a-full-funnel-media-network/832747/",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/lowes-2026-10-14t15-3",
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      "body": "{Stash Edge — Retail & Shelf Play}\n◆ GOLD · Retail media network measurement framework · Lowe's\n\nLowe's built a full-funnel media network and is measuring impact across awareness to purchase.\n\nRetailers have media networks now. Most brands treat them as billboards—spray and pray. Lowe's is teaching brands that the network is a funnel. Any brand selling physical products through retail should demand this from the retailer: show me how your media drives my sales, not just my impressions. If they can't, find a retailer who measures.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/lowes-2026-10-14t15-3\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/lowes-2026-10-14t15-3\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/lowes-2026-10-14t15-3",
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      "alt_body": "{Stash Edge — Retail & Shelf Play}\n◆ GOLD · Retail media network measurement framework · Lowe's\n\nLowe's built a full-funnel media network and is measuring impact across awareness to purchase.\n\nRetailers have media networks now. Most brands treat them as billboards—spray and pray. Lowe's is teaching brands that the network is a funnel. Any brand selling physical products through retail should demand this from the retailer: show me how your media drives my sales, not just my impressions. If they can't, find a retailer who measures.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/lowes-2026-10-14t15-3\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/lowes-2026-10-14t15-3\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/lowes-2026-10-14t15-3",
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      "body": "{Stash Edge — Retail & Shelf Play}\n◆ GOLD · Retail media network measurement framework · Lowe's\n\nLowe's built a full-funnel media network and is measuring impact across awareness to purchase.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/lowes-2026-10-14t15-3",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Lowe's built a full-funnel media network and is measuring impact across awareness to purchase.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nLowe's is constructing and measuring a comprehensive media network that spans the entire customer journey from awareness to transaction, per Marketing Dive.\nHere's the cool part — the lever almost everyone misses (and you don't have to): if you sell through retail, offer the retailer a media buy tied to your shelf position and tie it to a measurable outcome—not foot traffic, but units sold. Lowe's proves this to brand partners by showing how their media network drives full-funnel results. For a DTC brand selling on third-party platforms (Walmart, Amazon, Bed Bath & Beyond), run sponsored product ads tied to a landing page that feeds first-party data back into your CRM. Measure cost-per-customer, not cost-per-click.\nWhat that means for you: Retailers have media networks now. Most brands treat them as billboards—spray and pray. Lowe's is teaching brands that the network is a funnel. Any brand selling physical products through retail should demand this from the retailer: show me how your media drives my sales, not just my impressions. If they can't, find a retailer who measures.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Marketing Dive: https://www.marketingdive.com/news/how-lowes-is-building-and-measuring-a-full-funnel-media-network/832747/.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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