Yeti Stomps Into Lowe's
Lowe's is leaning into its new wholesale partnership with Cortec Group Management Services' Yeti.
The home improvement retailer is carrying dozens of SKUs from the outdoor brand in more than 500 of its 1,700-plus U.S. stores, with expansion planned for this fall, according to a Lowe's spokesperson.
The assortment includes mugs, water bottles and the signature, high-end coolers that built Yeti's credibility among fishermen and hunters. Now the brand hopes to expand its target consumer to include DIY-ers and the Pro shopper.
The rollout began in January when digital ads on lowes.com and e-blasts directed consumers to a dedicated Yeti brand page within the retailer's website. One ad stated Yeti products were "available online now and in select stores mid-February."
Stores with the Yeti goods are merchandising them on two dedicated endcaps outfitted with headers and bilingual messaging. The larger endcap is located in the seasonal department and is accompanied by a custom sidekick; the smaller endcap facilitates impulse purchases at checkout.
The Path to Purchase Institute has also spotted Yeti merchandised in-line in the seasonal department of one Arizona store with accompanying shelf strips and on an additional display rack near the ProServices desk and tool department of one Illinois location.
Additional support included a Jan. 21 update on the Lowe's Twitter account and a front-page feature in the retailer's March 26 circular (with "Availability varies by store" messaging). Further details were not available from a Lowe's spokesperson.
Path to Purchase Institute members can see more in-store and e-commerce images for this article and other stories.
Yeti's other retail partners include Bass Pro Shops, Dick's Sporting Goods, Williams-Sonoma and Total Wine & More.
Currently, Lowe's' digital marketing messaging is similar to that of many other retailers, promising safety and supplies for consumers amid the COVID-19 pandemic.