Looking to make a considerable mark in the smart/connected home market, Lowe’s has begun leveraging Iris, its new brand that offers a range of connected home products, as outlined in a new article from Warc, an advertising best practices, evidence and insights website.
The article, “Lowe’s Builds Smart Home Brand,” looks into how this new brand leverages Lowe’s experience in retail experience and product development in establishing a brand establishing a brand that is designed to go toe-to-toe with some of the top brands in the technology space in the race to the top of the smart home portfolio.
The Iris smart home management brand products allow consumers to connect all of their smart home devices across a platform of suppliers. From starter kits that provide a shortcut to starting the connected home process to accessories that supplement what the consumer already may have in their home, it is a brand that not only connects the home, but connects the products involved.
Prior to Iris, consumers looking to connect their home ran the risk of products not “talking” to one another if they came from different brands. But with Iris (and in turn, Lowe’s branding), products across platforms can be united in the home.
“Lowe’s moving into the connected home can position itself as the tech-savvy homeowner’s or contractor’s store of choice,” says Beth Anne McPheeters, Director of Brand Strategy at Addison Whitney. “It’s brilliant, considering that connected homes were a major feature of this year’s CES and are a top trend for home modifications that provide the best return on investment for homeowners now and in the future.”
The brand, Iris, is not only a way for Lowe’s to diversity its product offering, it is a way to tap into a growing general consumer market, expanding past that of home owners and professionals. Lowe’s is bringing its brand into a new space as an unexpected player. Lowe’s strategy behind Iris also extends to its impact on the overall brand attitude and perception, says McPheeters.
“Iris presents Lowe’s with an interesting way to evolve its brand,” she says. “When looking at Lowe’s and Home Depot, Lowe’s offers homeowners, particularly female shoppers, an easy-to-navigate experience with an emphasis on stylistic décor, not just home improvement/building products. This move can push Lowe’s into a gender-neutral technology leadership position, providing it with an opportunity to own Smart Home Improvement, even if only for the short term.”
Sources and Links:
https://www.warc.com/News/Default.aspx?ID=34244
https://www.lowes.com/cd_Products_1337707661000_
https://www.lowes.com/cd_Iris+Solutions+Center_1377803835565_
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