Lowe's Aims For No-Mistakes MarketingLowe's Aims For No-Mistakes Marketing

Lowe's Cos., the $18.8 billion Wilkesboro, N.C., home-improvement retailer that's opening 123 stores this year, said last week that it will use Net Perceptions' Advertising Advisor to ensure that promotions are tailored to the needs of customers in different regions. The software's analytic capabilities help companies determine which products to aggressively advertise in specific markets. The application will work in conjunction with Lowe's business-intelligence engine, also from Net Perceptions, that tracks customers' buying patterns and reports ways to market to the best customers.