Loyalty building is critical for retaining shoppers. During the pandemic, Lowe's continually hits home runs in cultivating loyalty because they've gone back to their roots of supporting their communities in times of crisis. Driven by customer insights, Marisa Thalberg, Executive Vice President, Chief Brand and Marketing Officer executed a series of initiatives that: authentically connected with consumers during lockdown and reaffirmed Lowe's position as an essential brand. Among the initiatives, Lowe’s incorporated brand-driven stories into their marketing strategy to connect with customers in a more meaningful and emotional way.
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