video acceleration
Cano said home improvement shoppers are highly visual, so scaling up video content production is a key priority for Lowe’s this year. The company has integrated vertical video within its homepage and plans to do so on some product detail pages and product listing pages in the future.
“Customers no longer want to see just static images,” Cano emphasized. “They want movement. They want to see a refrigerator with doors that actually open.”
Lowe’s has partnered with several companies to bring video to select product detail pages, prioritizing complex projects where shoppers would benefit most from richer context. Rather than applying video broadly, the retailer is tailoring it to categories that connect to a broader suite of visualization tools.
Use by the Company Google Nano Banana AI image generation tool impacts a better in-store experience. For example, shoppers can use the tool to create an image of a modern kitchen with a specific product, and Lowe’s can view items that are currently in stock.
“We’re seeing very exciting results,” Cano said. “We are seeing customers engage and save projects. [which] That would be a great insight for us. Ship them to local stores and [associates] Reach out to them and say, “How can I actually help you get the kitchen of your dreams?” ”Please say. ”
As part of this, Lowe’s partnered with Firework to beta test AI-powered still image video creation.
“We’re actually seeing customers actually gravitate towards it because no one is reading those long product descriptions,” Cano said.
Not that Lowe’s skimps on the details of the PDP. These details, he noted, allow agent commerce tools to extract the right information and help agents understand what customers are searching for.
Looking to the future
Trust and discoverability are at the heart of Lowe’s broader AI strategy. The retailer works with enterprise partners like Google, Microsoft, and OpenAI to ensure Lowe’s content and products appear in AI-enabled search experiences. Cano said that up to 10% of questions on AI engines are about home improvement, so visibility is key.
Retailer RMN, Lowe’s Media Network, plans to involve vendor partners in co-creating content as it tests content on its PDPs. Lowe’s is evaluating how the RMN team can leverage shopper activity to provide more personalized recommendations.
For example, the company launched a weather widget last year that offers project and product recommendations based on shoppers’ local weather, and is testing algorithmically adjusted results based on engagement.
This article first appeared on the site of CGT’s sister publication P2PI.
