Brij for Retailers: A Look at Lowe’s

For modern retailers, omnichannel is the baseline expectation. Customers want to shop when they want, how they want, and where they want. They expect the transition between browsing online, purchasing in-store, and returning via an app to be completely frictionless. 

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However, many retailers still face a fundamental challenge: the physical store and the digital storefront often operate in silos. While ecommerce platforms offer endless aisles, personalized recommendations, and rich product education, the in-store experience is physically constrained by square footage and static displays.

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The goal for forward-thinking retailers is to make in-store shopping as intelligent, measurable, and dynamic as digital commerce. 

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By leveraging Brij's AI-powered omnichannel marketing platform, retailers can bridge this gap, turning physical touchpoints into high-performing digital experiences that drive discovery, extend aisle depth, and capture valuable first-party insights.

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The Challenge: The Constraints of the Four Walls

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Even the largest big-box retailers face a universal truth: no physical store can hold every product a customer might want. 

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Consider a customer walking into a home improvement store looking for a bathroom vanity. They might see a dozen options on the floor, but the retailer's website likely holds hundreds more. 

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Furthermore, that customer's intent might go far beyond a single vanity – they might be planning an entire bathroom renovation. If the in-store experience cannot guide that broader discovery, the retailer misses out on a larger basket size and a deeper customer relationship.

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This disconnect creates a fragmented journey. Customers who cannot find what they need in-store might leave empty-handed, unaware that the perfect product was just a click away on the retailer's website. To solve this, retailers need a way to seamlessly connect the physical aisle to the digital catalog.

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Extending the Aisle with Brij

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Brij empowers retailers to solve the "endless aisle" challenge without requiring massive overhauls or reliance on engineering teams. 

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By deploying dynamic, QR- or link-driven experiences at the point of decision – such as on shelf talkers, endcaps, or product packaging – retailers can instantly connect in-store shoppers to their full online assortment.

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Joe Cano, SVP of Digital Commerce at Lowe’s, recently highlighted the power of this approach. Speaking about the omnichannel flywheel, Cano emphasized that every touchpoint must create a frictionless, loyal experience.

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"No store has all of the products you could ever think of. So Brij offers this great gateway for customers to have this amazing, beautiful experience that's customized to the category that they're in."

 - Joe Cano, SVP of Digital Commerce, Lowe's

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For a category like lighting, which is heavily online-focused but still requires an in-store presence, Brij QR codes allow customers to experience the full breadth of lighting options available on the retailer's website, directly from the physical aisle.

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Guiding Discovery: Selling Projects, Not Just Products

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Beyond simply extending the aisle, Brij helps retailers actively guide product discovery. When a shopper scans a Brij-powered touchpoint, they are not just dropped onto a generic homepage; they are guided into a hyper-personalized, context-aware digital experience.

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This capability is crucial for retailers looking to increase basket size and customer lifetime value. 

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Returning to the bathroom vanity example, a Brij experience can take that initial intent and expand it. Instead of just showing more vanities, the digital hub can present a curated "Bathroom Renovation" guide, showcasing complementary products like fixtures, mirrors, and tile.

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As Cano notes, this shift in perspective is vital for omnichannel success:

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 "Getting that great customer intent and showing them, 'Hey, here's how you can redo your entire bathroom versus maybe just that vanity,' that is huge for us, because we don't want to just sell products. We want to sell those full projects."

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Closing the Loop: Data, Measurement, and Retail Media

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The benefits of bridging the physical and digital divide extend far beyond the immediate transaction. By turning static in-store displays into interactive digital touchpoints, retailers gain unprecedented visibility into offline consumer behavior.

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With Brij, retailers can track how customers are interacting with in-store QR codes, which categories are driving the most scans, and how those offline interactions translate into online conversions. 

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This data creates a powerful feedback loop, allowing retailers to continuously optimize both their physical store layouts and their digital marketing strategies.

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Furthermore, for retailers with media networks, Brij unlocks a massive new opportunity. It extends retail media into the physical aisle by enabling trackable, advertiser-ready in-store placements. Brand partners gain new ways to activate campaigns at the point of decision, while the retailer preserves measurement, control, and ownership of the first-party data.

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The Future of the Connected Store

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The future of retail belongs to organizations that can seamlessly blend the tactile advantages of the physical store with the intelligence and scale of digital commerce. 

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Whether it is powering an endless aisle in the lighting department, facilitating a massive brand takeover for a new appliance launch, or driving a seasonal promotional event, Brij provides the platform retailers need to modernize the in-store experience.

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By making physical touchpoints dynamic, measurable, and engaging, retailers can ensure that no matter where a customer starts their journey, it ends with a frictionless, loyal experience.

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Book a demo today to learn how Brij can transform your in-store experience.

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