Shopper Marketing - September 2017 - 190
COLD & FLU
Destination" focuses on
and other non-endemic
by various purchase
incentives on packaged
goods. Black Friday
earns its own circular.
FATHER'S DAY: Displays
light gift items and grillin
COLD & FLU: Season-long campaign pushes immunization and presents ExtraBucks offers on cold
remedies, with strong P-O-P support.
HONORING OUR HEROE
the USO online and in sto
USO sponsor Coca-Cola
2X FUEL POINT WEEKE
print coupons double the
chain loyalty cards.
MOTHER'S DAY: Position
tionery and personal car
cards, flowers and party
CINCO DE MAYO: Mexica
lighted with themed spec
4TH OF JULY: Patriotic-t
BACK TO SCHOOL: Larg
savings on standard supp
FAST TRACK TO SAVING
activates the retailer's NA
those of major CPGs.
HALLOWEEN: Basic feature/display support for
seasonal merchandise along with ExtraBucks
offers on candy and other treats; Mars Inc.'s M&M's
and Hershey typically play lead roles and provide
an omnichannel campaig
games, digital coupons, a
recipes, and digital and s
EARTH MONTH: Offers d
eco-friendly items and to
efforts on social media.
SPRING ALLERGY RELIE
treatments from numero
MAJOR LEAGUE BASEB
GAME DAY GREATS: Uni
instant-win game with he
FALL ALLERGY: Displays
treatments from numero
HOLIDAY: Circulars promote "gifts they'll love."
NEW YEAR: As Jan. 1 approaches, promotions
focus on "healthy deals" and more.
BACK TO SCHOOL
MARCH MADNESS: A "M
stant-win game involves
manufacturers, though o
EASTER: Displays and ci
confectionery, seasonal t
fillers, and prepared food
SPRING ALLERGY RELIE
activity spotlight OTC pr
and national brands.
ST. PATRICK'S DAY: The
of space in stores.
BEAUTY EVENT: Offers d
metics and personal care
HISPANIC HERITAGE MO
spotlights traditional dish
SKUs enjoy significant se
TASTE OF ITALY: Spotlig
through extensive displa
LABOR DAY: Patriotic th
BEAUTY EVENT: Fall flig
the spring promotion.
THE GREAT AMERICAN
tion cards benefiting Fee
toy drive in
glucose testing and collects donations for the
American Diabetes Association at checkout.
HALLOWEEN: P-O-P heavy campaign garners
support from Hershey, Mars Inc. and others with a
"Halloween savings" theme.
BREAST CANCER AWARENESS: Includes support
for Susan G. Komen.
COLD & FLU: Retailer uses a "get ready for cold &
flu season" theme.
BACK TO SCHOOL: Spotlights ExtraBucks and
BOGO offers on school supplies and personal
care products, with the addition of some atypical
merchandise like furniture.
COLD & FLU: Focus expands to cold & flu products.
FOOTBALL/TAILGATING: Seasonal "Game Day
Favorites" campaign gets support from multiple
promotional partners, including alcoholic beverage
FATHER'S DAY: Fragrances, grooming products
and even some consumer electronics get the
spotlight to position the chain as a destination for
convenient and/or last-minute shopping.
LONG LIVE SKIN: A comprehensive campaign
spotlights sun protection products from key CPGs,
focusing on skin cancer prevention. In 2017, partnered with J&J for a weeklong donation program
benefitting the American Cancer Society.
BACK TO SCHOOL: Abundance of "smart savings"
promoted in circulars and in stores adds another
layer of activity.
COLD & FLU: Eight-month season kicks off with a
focus on flu shots.
MONTH: Activates its partnership with
2017, a cause
added to the
DAY: Presents ExtraBucks and
arrangements in circular features and social media
MEMORIAL DAY/SUMMER: A loose summer theme
provides the backdrop for seasonal merchandising
and ongoing promotions with specific vendors.
VALENTINE'S DAY: Offe
digital coupons, bonus F
on gift items.
HEART HEALTH MONTH
and digital activity prom
screenings and encourag
macists for treatment ad
and national displays ext
the main Game Day Grea
HOLIDAY: Seasonal disp
space in stores.
SHARING COURAGE: So
American Cancer Society
and partners with CPGs f
October's designation as
COLD & FLU: Displays sto
ous brands. In 2016, tied
for Feeding America.
BACK TO SCHOOL: Integrated campaign that typically launches the week after the 4th of July. Support
comes from numerous manufacturers, including
Johnson & Johnson and Hallmark's Crayola. Complementary "Get a Shot, Give a Shot" theme promotes
immunizations and emphasizes a cause element.
THANKSGIVING/HOLIDAY: Massive omnichannel
campaign includes tasting events, gift guides,
sweeps and cause campaigns.
FATHER'S DAY: Similar to the Mother's Day effort
but smaller in scale.
ALLERGY RELIEF: Offers deals on SKUs from key
CPGs each year, sometimes under an overarching
theme. In-store signage, circular features, and
digital activity support through summer.
EASTER: Presents ExtraBucks deals on confectionery and other basket fillers, which get secondary placement in the seasonal aisle and strong
circular support. Brands provide the retailer with
COLD & FLU: Display activity spotlights OTC remedies along with tea, soup and general merchandise.
SUMMER: Showcases summer essentials such as
sunscreen, grilling accessories, insect repellent, toys
and snacks/beverages. Positions store as "summer
base camp." Also offers Memorial Day deals.
GRADUATION: Promotes gifts for occasion.
FOOTBALL/TAILGATING: Runs a sweep with NFL
sponsor Campbell Soup Co. and activates its own
sponsorships with promotions including fan events
awarding game tickets.
HALLOWEEN: Displays and circular activity extend beyond costumes, decoration and confectionery to pet care.
RED NOSE DAY: The exclusive retailer partner of
Comic Relief's charity enlists support from numerous manufacturers for a massive campaign.
MOTHER'S DAY: Employs a consistent theme
across multiple marketing vehicles leading up to
the holiday. Circular features offer gifts to "make
SPRING CLEANING: Promotion promises "buy two,
get third free" on household cleaning products.
HEART HEALTH MONTH: Hosts free screenings in
select stores and social media chats; distributes a
booklet of health information and product offers
from relevant brands. In recent years, the retailer
has partnered with the American Heart Association to collect in-store donations.
VALENTINE'S DAY: In-store sign package and basic
price promotions on standard gifts and related items,
which receive secondary merchandising space.
NEW YEAR: A traditional spotlight
on healthy foods
focuses on the Simple Tr
SUPER BOWL: Fresh flig
campaign includes digita
game, recipes and heavy
VETERANS DAY: In 2016
Inc.'s Extra for a cause ca
the Honoring Our Heroes
BRINGING HOPE TO THE
tactics to raise money fo
HOLIDAY: Activity intens
incentives, digital coupon
MEIJER MANIA: Buses college freshmen from 20
campuses to local stores for events featuring DJs,
photo booths, giveaways, samples and coupons.
COLD & FLU SEASON: In 2016, encouraged
vaccinations by donating $5 to local food pantries
via the retailer's ongoing Simply Give program for
every shot administered.
BACK TO SCHOOL: General Mills' Box Tops for Education program is the center of multiple promotions. Provides "Back to School Bucks" coupons
for 20% off a single general merchandise, apparel
or health & beauty SKU.
MARCH MADNESS: Using recurring "Game Day
Favorites" theme, program leverages the official
NCAA sponsorships of manufacturers (Coca-Cola
Co., Hershey Co. and Mondelez International) for
a tie-in to the Division I men's basketball tournament. Also partners with Unilever separately.
ALLERGY RELIEF: Campaign launches as spring
begins with support from most of the major category brands. Retailer promises "buy two products,
get third free."
EASTER: Employs a P-O-P heavy campaign that
typically boasts multiple promotional partners,
including Mars Inc.'s Starburst and Hershey's Cadbury. Circular features support.
Combines ExtraBucks rewards on
weight-loss, smoking-cessation and other wellness
products with lifestyle information.
SUPER BOWL: Headlined by a purchase incentive
incorporating dozens of vendors including official
NFL sponsors; often incorporates custom P-O-P
THANKSGIVING: In-store and print spotlight on
the fresh food available at locations with a full grocery assortment. Circulars and stand-alone inserts
also highlight frozen food and packaged goods.
HOLIDAY: A steady onslaught of sales events with
toys, electronics and exclusive packaged goods
receiving the main focus.
HALLOWEEN: A takeover in the seasonal department boasts plenty of product exclusives; Mars
Inc. is typically lead confectionery partner.
BREAST CANCER AWARENESS: Very minimal
attention to cause-benefitting products from a
handful of vendors.
COLD & FLU: Co-equity FSIs spotlight OTC products. In 2016, a push for in-store flu vaccinations
was supported with signage and a $5 store gift
CHRISTMAS IN JULY: One-day sale offers significant
deals on a wide variety of products across the store.
BACK TO SCHOOL/COLLEGE: Displays and circular
features offer mPerks coupons and bulk-purchase
incentives on products across the whole store.
FOOTBALL/TAILGATING: Continues with a typical
emphasis on TVs and electronics, generally bolstered by a cross-merchandising promotion tying
into the annual August video release of EA Sports'
LPGA CLASSIC FOR SIMPLY GIVE: Activity
touts the golf tournament and the retailer's CPG
BACK TO COLLEGE: Continuing activity includes
after-hours shopping events for students at partnering schools.
FOOTBALL/TAILGATING: Football-themed displays from manufacturers including NFL sponsor
PepsiCo earn secondary merchandising space.
FLEA AND TICK SEASON: Displays spotlight pest
FATHER'S DAY: Displays position grills as gifts.
VETERANS DAY: "Greenlight a Vet" campaign activated in-stores and online encourages shoppers
to change one home or office light to green to
visibly support veterans.
THANKSGIVING: Black Friday gets its own custom
P-O-P plan, with most deals available online all
day on Thanksgiving in 2016; Cyber Monday is one
of multiple online-only sales events.
HOLIDAY: A huge media and P-O-P program
brings custom displays to stores and extensive
content to walmart.com; incorporates multiple
exclusive SKUs and other manufacturer-specific
BACK TO COLLEGE: A broad program with a focus
on electronics and dorm room furnishings employs
a strong digital component.
BACK TO SCHOOL: A corresponding program
puts a greater emphasis on a bulked-up inventory
of apparel, accessories and stationery.
SUMMER/GRILLING: Secondary displays spotlight
TAX SEASON: Tax preparation software enjoys
secondary display space.
SPRING CLEANING: Displays spotlight relevant
products from major brands.
EASTER: Displays merchandise cooking needs.
NEW YEAR: Integrated campaign
from a plethora of brands; focuses on "healthy
deals" and "new year, new beauty."
SUPER BOWL: "Game Day Favorites" campaign
gains the support of
official NFL sponsors
(PepsiCo, Anheuser-Busch and Mars
Inc.) as well as others.
Messaging encourages shoppers to "Score
Promotions focus on
"gifts to love" (candy,
cosmetics, etc.) with
placed on greeting
cards from Hallmark
HEART HEALTH MONTH: Program brings brands
together for themed endcaps. Supports the
American Heart Association by offering free blood
pressure tests and raising money.
MARCH MADNESS: Official NCAA sponsors lead
activity, which centers on a web page offering
recipes from the brands and plugging electronics,
party foods and licensed apparel.
ST. PATRICK'S DAY: Displays and circular features
focus on themed apparel along with Irish food and
ALLERGY RELIEF: Offers deals on OTC remedies
and tissues from national brands with display,
circular and digital support.
VALENTINE'S DAY: Circular features and displays
promote alcoholic beverages, confectionery, seafood and flowers.
HALLOWEEN: The in-store merchandising program has evolved into an omnichannel effort in
recent years through a "Boo It Forward" multibrand partnership led by Mars Inc.
BREAST CANCER AWARENESS: General merchandising of "pink" products.
FATHER'S DAY: A spotlight on gift ideas via circulars and seasonal signage.
PRIDE MONTH: Spotlight on rainbow-adorned
apparel and accessories under a "Take Pride"
message in select stores and online.
NEW YEAR: Displays and circular
supplements and healthy foods.
COLD & FLU: Focus on flu shots and other relevant
products resumes after the holidays with an omnichannel campaign.
SUPER BOWL: A "Game Time" sweeps from Tyson
Foods kicked off activity in 2017. Additional digital
and in-store activity used a "Make Sunday Super"
theme to offer deals on party needs.
JULY: A second
wave of promotions on grilling
needs and seasonal merchandise
before back-toschool activity takes over the marketing plan.
BACK TO SCHOOL: A massive, multi-channel program that includes exclusive overlays from top CPGs.
NATIONAL PET MONTH: Online, in-store and print
activity highlights the pet department and bulk
MOTHER'S DAY: A spotlight on gift ideas via seasonal signage and circulars.
SUMMER: Season-long merchandising program
focuses on products storewide; CPG activity
includes a heavy dose of co-equity FSIs.
FATHER'S DAY: A sign package supported by
digital activation puts the spotlight on giftables.
SUMMER: Themed custom displays, Smart Network spots and circular features start trickling in as
early as April, gaining critical mass in June and continuing throughout the season; includes a strong
focus on skin-care items and exclusive SKUs.
ALLERGY RELIEF: Dedicated endcaps in the pharmacy department spotlight relevant OTC products; digital and circular activity supports.
EARTH MONTH: Previously a spotlight on sustainable products, diminished activity in 2017 focused
on a car-seat recycling program.
MOTHER'S DAY: Print and signage activity with a
heavy focus on jewelry and other giftables.
GRILLING: The summer-long marketing campaign shines a spotlight on Walmart's premium
beef offering via customized displays and various
supporting activity, with Clorox Co.'s Kingsford
serving as lead partner for several years. Custom
digital content supports.
BIKE MONTH: In-store signs and circular features
GRADUATION: Fringe activity includes an in-store
spotlight on gifts and office supplies.
LAWN & GARDEN: Merchandising program in the
seasonal department spotlights patio furniture in
addition to typical lawn care items.
MARCH MADNESS: Themed CPG promotions instore and online typically from NCAA sponsors.
EASTER: A takeover of the seasonal department
with plenty of exclusive product offerings and
SPRING CLEANING: Household brands tapped
for circular and display activity, often involving
FIGHT HUNGER. SPARK CHANGE: A five-week
campaign in collaboration with brands that benefits Feeding America receives support from traditional media as well as a strong social push, P-O-P
materials and, in some cases, custom packaging.
VALENTINE'S DAY: A takeover of the seasonal
department boasts product exclusives.
EASTER/SPRING: An extensive merchandising effort showcasing confectionery and other
basket-fillers, including many exclusive SKUs.
The activity includes a spring cleaning focus via
ALLERGY RELIEF: A spotlight on relevant products
via ad space and temporary displays, with no unifying sign package. Custom digital content supports.
LAWN & GARDEN: Discounts on outdoor living
and lawn & garden products.
WOMEN'S HISTORY MONTH: Low-key spotlight of
MARCH MADNESS: Activity has waned and is
mostly supplied by official NCAA sponsors.
COLD & FLU: Focus on in-store flu shots is
supported by relevant OTC and cleaning brands,
which receive a season-long spotlight.
GAME TIME: Kick-off to the season-long campaign; in 2016, Super Bowl sponsor Anheuser-Busch InBev's Bud Light also deployed limited-edition,
team-specific packaging at the retailer.
GRILLING: A focus on tailgating has previously
extended the occasion into fall.
HOLIDAY: Launch of a seasonal layaway program
provides an early kickoff to activity.
Digital and in-store
features spotlight fitness equipment, apparel and
accessories. In 2017, the retailer dedicated its seasonal department to "well chosen" better-for-you
products and fitness-related items from various
SUPER BOWL: Circular and digital activity leading
up to the game highlights deals on "big game
goodies" and party necessities. Manufacturers activating their NFL sponsorships sometimes receive
secondary merchandising space in stores.
TAX SEASON: Third-party tax preparation kiosks in
stores, merchandising of related software and a communications push to spend refund checks at the chain.
VALENTINE'S DAY: Fueled by a seasonal sign package spotlighting gifts and other relevant products.
BACK TO SCHOOL
campaign spotlights food, fitness and OTC brands for healthy
New Year's resolutions without a unifying signage
package; includes "Wellness Day" in-store events.
COLD & FLU: Relevant products spotlighted via
SUPER BOWL: Long-running "Game Time" campaign concludes a season-long merchandising
program that launches
each August. The finale
includes in-house and
custom P-O-P materials
(mostly in grocery departments), sampling events,
activity on walmart.com
and partnerships with
official NFL sponsors.
R E TA I L P R O M O G U I D E
HOLIDAY: Pushes social
"Cheer Challenge" camp