Lowe’s Uses VR To Teach Customers How To Tile A Bathroom Wall

What Happened
Home improvement brand Lowe’s is leveraging VR experience to offer customers a hands-on practice of tiling a bathroom wall. The company is currently running this VR learning initiative, dubbed “the Holoroom How To experience,” at select store locations in Boston and Canada, where a customer enters a virtual room, put on an HTC Vive headset, and uses the Vive controller to simulate mixing mortar and placing tile. Lowe’s says it is planning to offer a broader range of tutorials in more stores to help boost Millennial consumers’ confidence in taking on DIY home improvement projects.

What Brands Need To Do
VR can be a powerful learning tool for educating customers and for demonstrating new products. According to Lowe’s, customers in a trial run scored a 36% better recall on how to complete the tiling project when compared to those who watched a tutorial video on YouTube. This initiative also goes beyond simple 360-degree video content to engage customers with an interactive experience, which more brands should start doing if they wish to fully explore the potential of VR

How We Can Help
Our dedicated team of VR experts is here to guide marketers through the distribution landscape. We work closely with brands to develop sustainable VR content strategies to promote branded VR and 360 video content across various apps and platforms. With our proprietary technology stack powered by a combination of best-in-class VR partners and backed by the media fire-power of IPG Mediabrands, we offer customized solutions for distributing and measuring branded VR content that truly enhance brand messaging and contribute to the campaign objectives.

If you’d like to learn more about how the Lab can help you tap into the immersive power of VR content to engage with customers, please contact our Client Services Director Samantha Holland (samantha@ipglab.com) to schedule a visit to the Lab.


Source: CNN Money

Header image courtesy of Lowe’s press release

Lowe’s Uses 360-Degree Videos To Guide Customers Through Projects And Drive Sales

What Happened
Lowe’s is trying a new way to engage consumers with 360-degree videos. Unlike most brands that use 360-degree videos to showcase an immersive narrative, Lowe’s is leveraging the emerging video format to create interactive instructional videos that guide customers through  DIY processes. The videos are distributed on Lowe’s Facebook pages and consist of looping, gif-like demonstrations showcasing each step of the process that are stitched together in a 360-degree video. The videos are linked to a Tumblr landing page that showcases featured products that can be ordered via Lowe’s ecommerce site. You can watch one of the videos here.

What Brands Need To Do
With 360 video content gaining traction among consumers, it is important for brands to start working closely with content creators to produce engaging and immersive content. The unconventional approach that Lowe’s is taking showcases a different use case for 360-degree videos as it aims to provide customer support and drive sales in a way that elevates the customer experience. Brands wishing to stay ahead of the curve need to take a cue from this Lowe’s initiative and start developing immersive content that can engage their audience in innovative and helpful ways.

 


Source: AdWeek

Lowes’ Life Hacks On Vine

For a great example of a brand using Vine, take a look at Lowes. The hardware company has been posting “life hacks” or six second instructionals to improve your home. Examples include drilling holes in your trash can to prevent trash bags from getting stuck among others. Unlike some brands which will port over existing content to Vine or Instagram Video, Lowes understands that distinct channels demand original content tailored to the medium.