Lowe's Virtual Project Hub Provides Digital Test Setting

The virtual project hub, called Open Builder, gives Lowe’s shoppers access to a 3D product library with more than 500 assets available for home improvement and design aficionados to play around with and combine as they see fit. The game-inspired activation doubles as both a tool for consumers, providing them with the ability to meet personal goals or complete a project, while simultaneously gathering insights into how Lowe’s can better meet its consumers’ needs with its product assortment. 

Lowe’s 500 metaverse product assets are based on the company's real products that are sold online and in-store, and will allow the retailer to better understand what projects and products are important to shoppers, and allow for future shoppable content opportunities as customers continue to imagine new projects for their rooms and homes with the Open Builder ecosystem. Unlike other retailers and brands that chose a particular virtual platform or metaverse-type gaming world like Roblox and Fortnite, Lowe’s metaverse assets are available on its own hub. 

Lowe’s is already using virtual and augmented reality technology to allow shoppers to design an entire kitchen online or map their home’s floor plan using their smartphone. The retailer’s leadership team has indicated they see a huge appetite from their customer audience for the opportunity to use emerging technology as a part of their home improvement process. 

While the over-500 3D digital product assets are available for free on the Lowe’s Open Builder hub, the retailer is also releasing a limited NFT collection for the Decentraland metaverse. The NFTs will be accessible to the first 1,000 users who have linked their MetaMask wallets, and include home improvement-themed wearables like boots, hardhats, and other construction accessories. The freely available 3D product assets  include such items as lighting, patio furniture, area rugs, kitchen and bath accessories, and décor accents and will be usable across metaverse and non-metaverse environments, such as gaming, augmented reality and creative design. 

The efforts are born of a vision for the future in which Lowe's sees both virtual and augmented worlds playing a role in its customers' everyday lives. Through its intentional experimentation and focus on delivering what customers need, Lowe's is uniquely positioned to leverage emerging technology to help people imagine the possibilities. While this is the company's first step into the metaverse, Lowe's has been using emerging technology to help customers gain inspiration and more easily visualize and plan their home improvement projects for years.

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This article originally appeared in the PSFK iQ report, Consumer Data Integration.