Lowe’s Takes Loyalty on Tour
KEY TAKEAWAYS
Lowe’s is elevating the pre-show experience as the first presenting partner of the Tailgate, bringing lounge seating, lawn games, music, food and beverage offerings, and interactive programming to select venues throughout the season.
Music has always been part of home improvement.
It powers backyard projects, fills the background during DIY weekends and sets the tone for time spent at home with family and friends.
Now, Lowe’s is building on that connection through a new partnership with Live Nation that brings MyLowe’s Rewards into summer concert season across 20 amphitheaters in the US.
The partnership gives members new ways to get closer to live music while expanding how Lowe’s thinks about loyalty — showing up not only in store, but in the experiences people build their entire summers around.
Loyalty Beyond the Store
Traditionally, loyalty programs have focused on bringing people back in store. Increasingly, brands are finding ways to show up in the experiences people already care about.
For Lowe’s, live music feels like a natural extension. The same people spending weekends on projects at home are also planning summer nights out with family and friends. Through MyLowe’s Rewards, Lowe’s is bringing those worlds a little closer together with perks including discounted kids’ tickets, complimentary lawn chair rentals and opportunities to win tickets throughout the season.
At select amphitheaters, Lowe’s will also become the presenting partner of new tailgate experiences built around the way fans already spend summer concert nights, with lounge seating, lawn games, music, food and beverage offerings, and interactive moments before the show.
“Summer concerts are one of those traditions that bring people together — families, friends and entire communities — and we love being part of the moments people look forward to all year long,” said Jen Wilson, Lowe’s senior vice president and chief marketing officer. “Through MyLowe’s Rewards, and alongside Live Nation, we’re creating even more ways for our members to enjoy those experiences together, from making concerts more accessible for families to helping fans gather and celebrate before the music even starts.”
Meeting Fans Where Life Happens
People build summers around live music. Families plan concert nights. Friends make traditions out of summer tours. Fans return for the artists and venues they love year after year.
For Lowe’s, that creates an opportunity to bring MyLowe’s Rewards beyond the store and closer to the moments members already look forward to. Instead of only existing in an app or at checkout, loyalty becomes the moments members already look forward to each summer.