Odds are you find yourself in a home improvement store every month grabbing flowers for the garden, a new backdoor or even a 12-foot abominable snowman Christmas decoration.

And in most corners of the country, odds are you have two competing options–Home Depot or Lowe’s Home Improvement. So how does the latter win consumers over? The brand is focused on developing a stronger loyalty program to drive more repeat visits, while using its creative to reach the newest generation of home buyers.

The brand has shot for the stars with its partnerships, bringing in the world’s top soccer star, Lionel Messi, for a summer campaign touting its associates who love to assist customers. This fall it revived its NFL partnership with Travis Kelce, Christian McCaffrey and Dak Prescott taking center stage in the campaign to spotlight the home improvement chain’s customer service, app offerings and more.

Behind it all is Jennifer Wilson, a long-time Lowe’s marketer who took on the CMO role in the spring. She brings nearly two decades of experience at the brand and recently on-boarded a new creative partner, Dentsu Creative.

In this episode, we’ll dive into the strategy behind the loyalty program, why Lowe’s is tapping sports stars and how Lowe’s has created a solid marriage with Dentsu Creative.

Listen and subscribe to wherever you get your podcasts.

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