February 10, 2023
Photo: Lowe’s
Lowe’s looks for a win with its first in-store Super Bowl livestream
Lowe’s is the official home improvement retailer of the National Football League. It will also be one place where customers in Kansas City, Philadelphia and Phoenix can go on Sunday to listen to the broadcast of Super Bowl LVII while shopping for their DIY projects.
The retailer is teaming up with SiriusXM and Mood Media to livestream the game in select stores from 6 p.m. to midnight. SiriusXM is the exclusive third-party audio provider of every NFL game. Mood Media is the in-store music provider for Lowe’s chain of stores.
Lisa Schoder, VP of media and partnerships at Lowe’s, told RetailWire that customer traffic will be lower than average on Sunday as its customers get ready for the big game.
“You can’t forget about those last-minute errands we all end up running before hosting any party, so we expect to see a few Sunday morning and afternoon stragglers picking up game-time essentials before kickoff,” she said.
Ms. Schoder said that Lowe’s sees the broadcast in select stores as “a surprise-and-delight to shoppers” and a thank you to associates (AKA Red Vests) working Sunday night.
“They’re really a pillar of the in-store experience, so we hope they’re able to connect with some shoppers through a shared passion of football and expand upon the community they already enjoy at their stores,” said Ms. Schoder.
Lowe’s isn’t concerned that its workers may get distracted from their jobs.
“Our associates are at-the-ready experts focused on our customers first. Even so, there’s nothing quite like a few shared celebrations around big plays to build connections between our associates and their local shoppers,” said Ms. Schoder.
Lowe’s can bring the Super Bowl broadcast to select stores on Sunday night because of its relationship with the NFL. Ms. Schoder said the chain is open to opportunities going forward with the league and perhaps collegiate or high school events.
“We’re constantly listening to our customers and employees and, of course, feel excited about what this first in-store broadcast run might inspire in the future,” she said.
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Discussion Questions
DISCUSSION QUESTIONS: What will Lowe’s in-store broadcast of the Super Bowl mean to customers and associates in the chain’s stores in Kansas City, Philadelphia and Phoenix? What can store management do to make the most of the soft benefits associated with the in-store broadcast?
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It makes perfect sense to broadcast in-store given Lowe’s relationship with the NFL, but it won’t have much impact. Store traffic will be greatly diminished during the Super Bowl, so it’s likely staff who are football fans who will gain the most benefit. I don’t see any meaningful ways for this to be leveraged in-store, but it will be a nice way for the store team to spend Super Sunday if they have to work.
I agree Mark. This isn’t about driving sales on Super Bowl Sunday. This is about building on their sponsorship of the NFL to tap into local fans’ intense interest in the game and show that Lowe’s shares their enthusiasm.
It is largely symbolic, but also a smart move to strengthen their emotional connection with customers and also employees.
I think the stores have to be all-in. If the company is going to do it, then be 100 percent. Livestreams are not new but this is a great experiment for Lowe’s and I hope it is successful for them.
While I’m sure that anyone who cares deeply about the Super Bowl won’t be shopping in stores during the game unless the mission is urgent, this is a nice touch that certainly doesn’t hurt. It’s a very kind gesture for the employees who aren’t able to watch because they have to be at work and a sign that Lowe’s values them being there during such a fun event. If they really wanted to be especially considerate of employees, they could ask which parts of the game they cared most about and organize their breaks around that.
What? Oh to be a fly on the wall of that marketing discussion. Big fans of football, and in particular the Eagles and Chiefs, will almost certainly NOT be in a Lowe’s during the game, unless the power goes out — hah. C’mon Lowe’s, run some great ads and get to the customers the day before, when they’ll be in the store rushing to get stuff done before the game.
Lisa Schoder is spot-on with her message to expand on the super-charged community that revolves around the Chiefs, the Eagles and Super Bowl LVII. This is a win-win for associates, customers, the NFL, SiriusXM and Mood Media and I love it! Lowe’s should treat this as an exclusive pop-up event and add drinks, snacks, and a few giveaways. Make it memorable as a Lowe’s experience, not only a Super Bowl LVII celebration.
Lowe’s Super Bowl broadcast moves the party to the store. This localized marketing event keeps Lowe’s relevant and connected to its community’s needs. It’s also a thoughtful gesture for store associates who would otherwise miss out on game time celebrations.
Limited-time offers, in-store specials and snacks would reward shoppers who visit during the game. Dedicated hashtags and user-generated social media posts can deepen Lowe’s reach among sports fans nationwide.
The people that shop during the Super Bowl probably don’t like football. True football fans have a hard time going to the emergency room during a heart attack if the game is on so maybe hospitals should get in on the livestream action.
Unfortunately, I find myself agreeing with both sides of the aisle on this one — it’s a cool idea, great for football loving employees and maybe good publicity but probably not a needle mover.
This is such a brilliant move by Lowe’s. What a great example of providing something cool to their working associates who have to work during the Super Bowl. I also love the idea of collaboratively celebrating a play, a pass, or a fumble with a customer who happens to be running a last minute errand. It’s an ideal way to foster community connection with one of the most watched sporting events every year. Here’s a piggyback idea — whoever wins the Super Bowl, Lowe’s should run a five minute highlight reel for the full week after the game in all stores in either KC or Philly.
I hope Lowe’s is thinking this is for customers. But I think this is a wonderful acknowledgment for those who have to work the Super Bowl hours. And the message even goes to those associates who are not working those hours. The message they get is, “we are appreciated.”
I’m trying to picture the target of audience of consumers vitally interested in watching the game who don’t have any place better than Lowe’s to hang out. Right now, it’s a struggle. As to associates, it’s hard enough to get help at a Lowe’s as it is — just imagine how much service will improve with everyone standing around watching the game. I could be wrong, but my guess is store management’s best play is to pray for Monday to come around early.
Customers in the store won’t care much, but they’ll see the associates crowded around the screens. Foot traffic will be lower than usual, so this shouldn’t be a problem. For associates who can’t afford tickets in Phoenix and fans of the Chiefs and Eagles, there will be a morale boosting value add. Store management can try to do something more, but this will primarily benefit the stores themselves. Maybe having associates make it an “invite some friends” day with chips and soda. They can bring a bunch of folks to the store for a Super Bowl party, sitting on some workbenches with nearby space heaters…marketing value would be pre-and post event.
This is pretty much a low-cost/low-reward promotion; the only losers will be non-viewers, who will have one less oasis to frequent Sunday afternoon.
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It makes perfect sense to broadcast in-store given Lowe’s relationship with the NFL, but it won’t have much impact. Store traffic will be greatly diminished during the Super Bowl, so it’s likely staff who are football fans who will gain the most benefit. I don’t see any meaningful ways for this to be leveraged in-store, but it will be a nice way for the store team to spend Super Sunday if they have to work.
I agree Mark. This isn’t about driving sales on Super Bowl Sunday. This is about building on their sponsorship of the NFL to tap into local fans’ intense interest in the game and show that Lowe’s shares their enthusiasm.
It is largely symbolic, but also a smart move to strengthen their emotional connection with customers and also employees.
I think the stores have to be all-in. If the company is going to do it, then be 100 percent. Livestreams are not new but this is a great experiment for Lowe’s and I hope it is successful for them.
While I’m sure that anyone who cares deeply about the Super Bowl won’t be shopping in stores during the game unless the mission is urgent, this is a nice touch that certainly doesn’t hurt. It’s a very kind gesture for the employees who aren’t able to watch because they have to be at work and a sign that Lowe’s values them being there during such a fun event. If they really wanted to be especially considerate of employees, they could ask which parts of the game they cared most about and organize their breaks around that.
What? Oh to be a fly on the wall of that marketing discussion. Big fans of football, and in particular the Eagles and Chiefs, will almost certainly NOT be in a Lowe’s during the game, unless the power goes out — hah. C’mon Lowe’s, run some great ads and get to the customers the day before, when they’ll be in the store rushing to get stuff done before the game.
Lisa Schoder is spot-on with her message to expand on the super-charged community that revolves around the Chiefs, the Eagles and Super Bowl LVII. This is a win-win for associates, customers, the NFL, SiriusXM and Mood Media and I love it! Lowe’s should treat this as an exclusive pop-up event and add drinks, snacks, and a few giveaways. Make it memorable as a Lowe’s experience, not only a Super Bowl LVII celebration.
Lowe’s Super Bowl broadcast moves the party to the store. This localized marketing event keeps Lowe’s relevant and connected to its community’s needs. It’s also a thoughtful gesture for store associates who would otherwise miss out on game time celebrations.
Limited-time offers, in-store specials and snacks would reward shoppers who visit during the game. Dedicated hashtags and user-generated social media posts can deepen Lowe’s reach among sports fans nationwide.
The people that shop during the Super Bowl probably don’t like football. True football fans have a hard time going to the emergency room during a heart attack if the game is on so maybe hospitals should get in on the livestream action.
Unfortunately, I find myself agreeing with both sides of the aisle on this one — it’s a cool idea, great for football loving employees and maybe good publicity but probably not a needle mover.
This is such a brilliant move by Lowe’s. What a great example of providing something cool to their working associates who have to work during the Super Bowl. I also love the idea of collaboratively celebrating a play, a pass, or a fumble with a customer who happens to be running a last minute errand. It’s an ideal way to foster community connection with one of the most watched sporting events every year. Here’s a piggyback idea — whoever wins the Super Bowl, Lowe’s should run a five minute highlight reel for the full week after the game in all stores in either KC or Philly.
I hope Lowe’s is thinking this is for customers. But I think this is a wonderful acknowledgment for those who have to work the Super Bowl hours. And the message even goes to those associates who are not working those hours. The message they get is, “we are appreciated.”
I’m trying to picture the target of audience of consumers vitally interested in watching the game who don’t have any place better than Lowe’s to hang out. Right now, it’s a struggle. As to associates, it’s hard enough to get help at a Lowe’s as it is — just imagine how much service will improve with everyone standing around watching the game. I could be wrong, but my guess is store management’s best play is to pray for Monday to come around early.
Customers in the store won’t care much, but they’ll see the associates crowded around the screens. Foot traffic will be lower than usual, so this shouldn’t be a problem. For associates who can’t afford tickets in Phoenix and fans of the Chiefs and Eagles, there will be a morale boosting value add. Store management can try to do something more, but this will primarily benefit the stores themselves. Maybe having associates make it an “invite some friends” day with chips and soda. They can bring a bunch of folks to the store for a Super Bowl party, sitting on some workbenches with nearby space heaters…marketing value would be pre-and post event.
This is pretty much a low-cost/low-reward promotion; the only losers will be non-viewers, who will have one less oasis to frequent Sunday afternoon.