In episode 495 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Joe Cano, senior vice president of digital commerce at Lowe's, a FORTUNE® 100 home improvement company. Cano details the company's approach to personalizing the digital shopping experience for both DIY homeowners and professional contractors (1:45). He explains how Lowe's uses real-time data and artificial intelligence tools to enhance customer support and product recommendations (4:00) and highlights the role of a closed third-party marketplace in expanding Lowe's product offering and attracting new customers (7:00).
In addition, the conversation touches on the importance of fostering customer loyalty through special events and tiered membership benefits (9:30), including early access to events, special discounts, and free shipping options, as a way to enhance customer engagement and satisfaction (15:30).
As senior vice president, digital commerce, Joseph Cano is responsible for the digital and e-commerce strategy, sales and P&L, as well as managing relationships internally and externally for Lowes.com. He partners across the enterprise to deliver a best-in-class digital shopping experience by anticipating the needs and expectations of omnichannel consumers in the home improvement space. He joined Lowe’s in 2025.
Joe, who has more than 20 years of technology and retail experience, comes to Lowe’s from Zappos.com, where he was the chief marketing, merchant and growth officer. Prior to that, he managed P&L, product management, site merchandising, planning and buying as general manager, digital, for Jet.com and Walmart.com. His deep retail e-commerce experience also includes leadership roles at Saks.com and Saks OFF 5th.
Joe received a bachelor’s degree in religious studies from Brigham Young University and attended Harvard Business School’s The Leadership Consortium. In 2023, he received the Pioneer of Change Award from Runway of Dreams for his contributions to advancing inclusion in fashion, and in 2024 he was spotlighted as a CMO of the Week by Brand Innovators. Joe volunteers with LGBTQIA+ youth who are entering the workforce and mentors four candidates each year to further their careers.
