In the spirit of giving, and to fine-tune some of its brand messaging, Lowe’s is partnering with Wyndham Hotels & Resorts to create a home away from home with their Holiday Home Layover experience, specifically for travelers whose holiday travel plans have been disrupted. Co-producing the experience as a complement to its “Lowe’s Actually” campaign, the retailer hopes to convey that it can provide a comprehensive holiday shopping experience beyond construction materials to satisfy consumers’ decorating needs — and even make a few sales at the same time.
“Customers often don’t entirely understand or think about Lowe’s as having all of the things in one place that they need for the holidays,” said Jen Wilson, SVP of Enterprise Brand and Marketing at Lowe’s in an interview with Retail TouchPoints. “When they experience our ‘Trim-a-Tree’ or ‘Winter Fest,’ they find that Lowe’s is so much more than they thought it could be.”
The Holiday Home Layover initiative applies to travelers who have been delayed at an airport in one of five major cities on Thanksgiving Eve, Nov. 23. They may be eligible to stay in rooms at Wyndham properties that have been decorated with shoppable holiday décor from Lowe’s. When staying in their Wyndham hotel rooms, travelers can engage in online and mobile shopping options with Lowe’s through QR codes.
Travelers who find themselves stranded near airports in New York, Los Angeles, Chicago, Dallas or Miami on Nov. 23 can visit LowesHomeLayover.com to request a complimentary one-night stay in a Wyndham room designed with Lowe’s holiday goods. Holiday Home Layover rooms are available to the first 10 eligible travelers at each of the following Wyndham properties:
- New York — Wyndham Garden La Guardia South;
- Los Angeles — La Quinta by Wyndham LAX;
- Chicago — Wyndham Chicago O’Hare;
- Dallas — La Quinta by Wyndham DFW West Glades Park; and
- Miami — Wyndham Garden Miami International Airport.
“We think it is an interesting way [of connecting with] consumers who wouldn’t be able to be home for the holidays because of travel woes, and jump into their frame of mind by cozying up their hotel rooms,” said Wilson. “It feels like home but also surprises them the same way that we know we often surprise shoppers who don’t know that Lowe’s has all this to offer.”
Dedicating Space to Joyful and Immersive Hospitality-Driven Shopping Experiences
The Holiday Home Layover experience features rooms that have been decorated with delightful products such as:
- Lighting strands;
- Diffusers that release holiday scents;
- Cozy throws;
- Accent furniture in holiday colors;
- Decorative pillows;
- Artificial trees and holiday flora;
- Ornaments and bows;
- Bath and body items; and
“Wyndham and Lowe’s are two leaders in design and comfort and both are similar when it comes to providing customers with thoughtful design and unsurpassed attention to detail,” said Dana Rosenberg, SVP of Marketing at Wyndham in an interview with Retail TouchPoints. “Hotels have played a longtime role as design inspiration for guests — from large, flatscreen TVs to crisp white sheets — it’s a place to be inspired and create a positive experience.”
Lowe’s and Wyndham want to inspire grounded travelers to think about holiday decorating options by transporting these consumers into a winter wonderland created under three pillars: immersive experiences, surprise and delight, and shopability. The initiative, which is currently promoted via the brands’ social channels, is also aimed at helping travelers plan for Black Friday deals.
While Lowe’s and Wyndham are aligning their offerings to illustrate how brands in retail and hospitality can collaborate to enhance the guest experience, the retailer is also securing its place as a destination to discover holiday décor. The experiential components of the Holiday Home Layover allow guests to engage with products in a comforting atmosphere that stimulates their senses and generates holiday delight to inspire them to shop the goods they’re enjoying while away from home. Additionally, the initiative is allowing Lowe’s to channel momentum from the collaboration into its complementary “Lowe’s Actually” campaign, a play on the holiday favorite film Love Actually.
“The idea of ‘Lowe’s Actually’ is this notion of ‘Really? Lowe’s actually has all of that?’ and this is another way to reinforce that campaign,” said Wilson. “When you have a big idea within a campaign that can really disrupt in unique ways like this, make sure to develop a strategy that is true to your brand. This is true to our brand as a one-stop shop and the central idea is home.”