Shopper Marketing - October 2017 - 154

The Shopper Marketing

AMAZON.COM

BESTBUY.COM

SEARCH: Amazon's search function delivers
more than half of all product searches; "Sponsored
Product Ads" appear on search results pages.
DISPLAY ADVERTISING: Home-page
carousel reserved for Amazon devices/services
but occasionally given to national brands. Placement opportunities also include display units.
DEALS: Additional product spotlights include
a "Deal of the Day" on a single product or a
few closely related products as well as shorter
"Lightning Deals" limited to one per shopper.
BRAND STOREFRONTS: Partner sellers can
secure dedicated e-commerce landing pages.
CAMPAIGN LANDING PAGES: Temporary
product showcases; often with ads on site.

BRAND SHOWCASES: Partners with in-store
departments (Apple, Samsung, Sony, Windows
and Intel) get digital shops. Others can earn a
spotlight as featured brands. Showcases for film
titles are also common.
THEMED CONTENT: Videos explain
technologies, sometimes with brand-specific
endorsements.
CATEGORY PROMINENCE: Sub-categories
offer brand spotlights as well as targeted display
ads.
AMPLIFIED CIRCULAR: Interactive version of
the print copy bolstered with product reviews,
e-commerce links and videos delivering relevant
content.
BLOGS: "Latest & Greatest" discusses new
products and promotions; "Gaming News" touts
new titles. A network of outside bloggers team
up to spotlight specific SKUs.

OTHER INTERNET
AMAZON AD SERVICES: The company's own
media program offers a variety of ad options
both on and off Amazon.com, including desktop
and mobile display ads, mobile app banner ads,
dynamic ads and coupon ads; can include features
like an "add to cart" button or customer reviews.
AMAZON PAY: Lets shoppers make purchases
from third-party websites that accept Amazon
Pay using payment information connected to
their Amazon accounts.
DASH BUTTONS: Available in both physical
and virtual versions, the brand-specific buttons
enable one-click reordering of frequently
purchased items.
ALEXA: Amazon's voice assistant technology
lets shoppers place Amazon.com orders, among
other skills; defaults to Amazon products if there
is no brand preference; increasingly integrated
by appliance brands into their smart devices.
EXTERNAL WEBSITES: E-commerce sites
such as Woot.com and Zappos.com.
CO-OP ADVERTISING: Ads with top manufacturers generally promote services such as
Amazon Fresh and Amazon Prime Pantry.

DIGITAL COUPONS
A section of Amazon.com contains an expansive
array of click-to-clip coupons; includes search by
brand functionality.

EMAIL
Offers a variety of opt-in newsletters.

SOCIAL MEDIA
SPARK: Recently launched mobile app feature
offers a customizable and shoppable feed of
stories and photos for Prime members using iOS.
INSTAGRAM: Mostly showcases unusual
products with flat-lays; partners can offer
social media "buy" button that integrates with
Amazon login credentials.
FACEBOOK: Updates promote Amazon initiatives, partners and new brand launches.
TWITTER: Updates mirror those on Facebook.
YOUTUBE: Promotional videos, recipes, tech
dives, etc.
SNAPCHAT: Used to promote products and
deliver exclusive promo codes.
PINTEREST: Boards promote products.

MOBILE
SMARTPHONE APP: Offers ad placements similar to that of the website; boasts
a lightning-fast interface bolstered by image
recognition and one-click ordering, as well as a
slew of experimental functions.
DEVICES: Amazon's advertising platform offers
unique ad experiences for specific devices, such
as the Fire TV or Android phones.
TEXT ALERTS: Promotes seasonal sales events.

IN-STORE
AMAZON BOOKSTORES: Act as showcases
for titles popular with site shoppers. Shoppers
must scan books with an Amazon app on their
smartphone or use an in-store kiosk to view
pricing, as it is dynamic.
AMAZON GO: Prototype store uses patented
tech to detect when shoppers take an item off
a shelf, logging multiple items as shoppers go
through the store, adding them up and charging
the shopper's Amazon account when she exits.

OTHER INTERNET
PAID SEARCH: Co-op ads common with key
brands.
CO-OP ADVERTISING: SKU-specific and
branded seasonal messages; strategy includes
video ads and occasional home page takeovers.

DIGITAL COLLABOR

HOMEDEPOT.COM

DISPLAY ADVERTISING: Home page
changes often, typically spotlighting a specific
category. Product images often used to illustrate categories.
BRAND SHOWCASES: Top brands in key categories can get extensive areas with multimedia
content to bolster product pages.
THEMED CONTENT: How-to advice and
project ideas typically stay brand neutral but
occasionally spotlight a national brand.
CATEGORY PROMINENCE: Landing page
marquees spotlight key brands; other opportunities available at subcategory level.
AMPLIFIED CIRCULAR: Online-friendly single
SKU "features" link to e-commerce pages.
BLOGS: "Built From Scratch" has employees
and guests providing advice and inspiration;
a separate community forum has designated
associates posting project ideas.

OTHER INTERNET
EMAIL
Frequent stream spans seasonal sales and
SKU-specific subject lines; emails sometimes
spotlight categories or tie in to retailer initiatives. Rewards members get exclusive offers at
least once a month.

SOCIAL MEDIA
FACEBOOK: Posts plug limited-time incentives
and deals, hot new electronics, exclusive
offerings tied to home video and video game
releases, and various retailer initiatives several
times a month.
TWITTER: Hosts sweepstakes and chats.
Tweets link to
buying guides
and other
informational
content,
spotlight new
video games,
home video
and product
releases,
and promote
events.
INSTAGRAM: Updates mirror those on Facebook, spotlighting a specific item or tying in to a
seasonal campaign.
PINTEREST: Boards offer gifting ideas and
other product spotlights.

MOBILE
MOBILE OPTIMIZED WEBSITE: Aimed at
driving online sales and foot traffic.
SMARTPHONE APP: Rewards members get
exclusive offers through the app and earn points
for checking in at stores, browsing deals and
products, and accessing the wedding registry;
brand-sponsored games sometimes used; builtin QR code reader. Distinct Best Buy Gaming
and Geek Squad apps.
CO-OP ADVERTISING: Ads on third-party
mobile sites (like Pandora) usually seek to drive
traffic to bestbuy.com or a nearby store.

THIRD PARTY APPS
Participates in the Ibotta and ShopKick shopper
incentive apps. Was the first retail partner of
eBay's RedLaser location-based promotional app.

IN STORE
INTERNET-ENABLED KIOSKS: Endcap
computer terminal provides access to bestbuy.
com; distinct kiosk for video game pre-orders
and accessing the wedding registry.
DIGITAL TV: In-house operation accepts
brand-supplied HD content to run on floor-model screens, usually for electronic brands but also
advertises "contextual" SKUs.
QR CODES: Shelf signs typically carry a code
linking to product information, sometimes deals.

EXTERNAL WEBSITES: Proreferral.com
(formally Redbeacon.com) answers questions
and recommends professionals.
PAID SEARCH: Terms range from broad
("home improvement") to brand-specific
("Husky tools").
CO-OP ADVERTISING: Extensive array of
display ads and online video includes seasonal
promotion tie-ins, store event and app spotlights, and stand-alone brand offers.

LOWES.COM
DISPLAY ADVERTISING: Home page presents seasonal and daily deals; predictive search
function suggests brand names.
BRAND SHOWCASES: Top brands in key
categories get landing pages with videos and
other informational content.
THEMED CONTENT: Wealth of project ideas
and how-to advice.
CATEGORY PROMINENCE: Logos on landing
pages link to brand shops.
AMPLIFIED CIRCULAR: Modified layout uses
single-SKU features to link to details pages, then
facilitate purchase and/or social sharing; viewers
can shop by brand or category.
BLOGS: Creative Ideas network has several DIY
project summaries that give brand shout outs
within project ideas.

OTHER INTERNET
EXTERNAL WEBSITES: Lowesforpros.com targets professionals; also owns ATGstores.com, an
aggregation of former category-specific websites
with an inventory of 3 million SKUs. Installation
and assembly for ATGstores.com via Porch.com.
PAID SEARCH: Terms range from broad ("lawn
mowers") to brand-specific ("DeWalt tractors").
PROPRIETARY PLATFORMS: Personalized
MyLowe's program lets members store project-specific shopping lists, track all purchases
and get replenishment reminders.
CO-OP ADVERTISING: Active schedule
includes seasonal promotion tie-ins and tends to
focus on big-ticket items and P&G home brands.

EMAIL
Weekly missives deliver store-specific deals, online exclusives, holiday sale previews, occasional
brand spotlights and home improvement tips.

7-ELEVEN.COM

DISPLAY ADVERTISING: Display ads within
the site as well as home page carousel ads typically tout 7-Eleven's private labels, but national
brands can get the spotlight if they provide
exclusive products or promotions.

OTHER INTERNET
PROMOTIONAL WEBSITES: Slurpee.
com directs users to 7-eleven.com/slurpee,
which is comprised of display ads highlighting
promotions and sweepstakes that center on the
retailer's proprietary Slurpee beverage. National
beverage manufacturers are spotlighted if they
provide a Slurpee flavor.

EMAIL
Several weekly emails spotlight the "Special
Buy of the Day" (sometimes in-store or online
only) and special sales; weekly missives link to
the circular and send coupons, other offers and
tips to "Garden Club" members and, separately,
professionals; additional emails periodically
spotlight seasonal programs.

SOCIAL MEDIA
FACEBOOK: Occasional SKU-specific post
amidst steady flow of project ideas, advice and
community building updates.
TWITTER: Largely mimics Facebook activity.
PINTEREST: The boards, arranged by product
category and DIY ideas, link to homedepot.com
and company blogs.
OTHER: Also active on Instagram and YouTube.

MOBILE
TEXT ALERTS: Subscribers get up to 10 per
month touting promotions and how-to info.
SMARTPHONE APP: Users can write reviews,
conduct audio searches, snap a photo to search
for similar products, and
check store-level price,
inventory and location.
For professionals, the
app links to a mobile-optimized version
of the "Pro Xtra" microsite within homedepot.
com, which allows users
to track money spent
on purchases and Pro
Xtra paint rewards. A
separate "Project Color"
app lets customers preview how shades of paint
and wood stain will look in their homes.

IN-STORE APP
SCAN-AS-YOU-GO/SELF-CHECKOUT: Several employees per store carry portable devices
that let them check inventory, find products at
other stores and check out shoppers quickly.

SOCIAL MEDIA
FACEBOOK: Updates occasionally will link to
a brand or product page. Facebook Live videos
support seasonal promotions.
PINTEREST: More than 5.7 million users follow a
steady stream of boards providing DIY advice and
design inspiration. Nearly all pins link to "Creative
Ideas" or the e-commerce area of lowes.com.
TWITTER: Even fewer brand opportunities
here, where most activity mimics Facebook;
@LowesRacing tracks sponsored NASCAR
driver Jimmie Johnson and his team.
YOUTUBE: Videos stick to home-centric marketing in short humor and narrative formats.
SNAPCHAT: The retailer's Snapchat stories include DIY home improvement ideas and
seasonal home maintenance tips.

MOBILE
SMARTPHONE APP: Allows users to find
store-specific inventory, view product info and
reviews, and make purchases; guides shoppers
to the proper aisle and bay in stores.
LOWE'S VISION APP: One of a select few
apps to launch with Lenovo's Phab 2 Pro, a
smartphone with Google's Tango technology,
that allows shoppers to map living spaces in real
time and place virtual appliances to see the fit
and look before purchase.

IN-STORE
INTERNET-ENABLED KIOSKS: Upfront
touchscreen terminals provide a convenient
product locator and access to lowes.com.
QR CODES: Mobile app directs users to scan
QR codes and barcodes to find pricing info.
AUGMENTED REALITY: Retailer's "Holoroom"
programs let tablet-wielding shoppers experience
how products will look in a home setting or
simulate home projects such as tiling a shower.

LOWE'S VISION - IN-STORE NAVIGATION: A second "Vision" app piloted in two
stores that overlays turn-by-turn directions on
Tango-enabled devices.

WALGREENS.COM

TARGET.COM

DISPLAY ADVERTISING: Carousel ads on
the homepage focus on pharmacy offerings,
photo services and e-commerce deals. Brands
are regularly featured on ads that contain "shop
now" and "free shipping" buttons.
BRAND SHOWCASES: Numerous brands
receive permanent showcases including
e-commerce links, coupons and content that is
typically updated seasonally.
THEMED CONTENT: Both brand-agnostic
and sponsored content is prevalent, typically
within brand showcases. Most is health care
focused, although craft ideas and recipes are
also common.
CATEGORY PROMINENCE: Key CPGs are
depicted as "featured brands" within sub-categories and promotional landing pages.
CIRCULAR: MyWeeklyAd modifies the retailer's regular weekly deals based on ExtraCare
loyalty cardholders' purchase history.

DISPLAY ADVERTISING: Retailer uses
brands to illustrate its own programs and promotions throughout home page. Brands stand
out near bottom under "Top Brands" label.
CATEGORY PROMINENCE: Top-of-page ads
showcasing brands on general category pages.
BRAND SHOWCASES: Retailer occasionally
hosts brands' account-specific promos on
microsites; brand pages are available for shortand long-term activity.
THEMED CONTENT: Features on home page
and elsewhere typically link to microsites and/
or provide "Shop Now" links. Health, beauty
and seasonal activity (e.g., back to school and
holiday) are common topics.
DIGITAL MAGAZINE: Beauty-themed "The
Wink" offers plethora of brand opportunities.

DISPLAY ADVERTISIN
typically reserved for ret
brands can still get small
bottom half of home pag
spot and sections for "to
"top categories"; belowthroughout the site.
BRAND SHOWCASES
exclusive promotions, ne
CATEGORY PROMINE
ad placement available.
AMPLIFIED CIRCULAR
options to get more info
BLOGS: "A Bullseye Vie
on new products and pa

DIGITAL COUPONS
DIGITAL COUPONS
Mobile offers in the "Scan & Save" section of
the retailer's app are available to 7Rewards
members. The retailer's proprietary products
usually dominate the selection of offers but
national brands are often represented. Adult
members that verify their age on the app gain
access to offers on age-restricted products such
as alcohol and tobacco.

EMAIL
Periodically deploys emails to 7Rewards
members spotlighting upcoming or ongoing
promotions.

DIGITAL COUPONS
The retailer occasionally emails subscribers
promotional codes that can be applied to online
orders.

CVS.COM

CVS.com offers digital coupons via Quotient;
Emails sent to ExtraCare members link to
printable/load-to-card coupons on the retailer's
website.

EMAIL
ExtraCare loyalty
program members
receive multiple
emails per week,
most of which are
personalized offers
based on purchase
history and include links to the weekly ad.
Missives occasionally spotlight national brands
or overarching campaigns. In spring 2016,
CVS eliminated paper receipts for ExtraCare
members, allowing them to be emailed.

SOCIAL MEDIA
FACEBOOK: Main account spotlights national
brands periodically if an exclusive SKU or
promotion is involved. Beyond this, posts are
devoted to proprietary products.
TWITTER:
Tweets mirror
Facebook
updates touting exclusive
products,
special
promotions,
sweepstakes
and new
menu items.
INSTAGRAM: Posts are often repeated on
Twitter and Facebook.
YOUTUBE: The few videos that are posted
typically relate to the c-store's national campaigns and the associated TV spots, some of
which highlight national brands.
SNAPCHAT: Location-based image filters are
periodically available.

MOBILE
TEXT ALERTS: 7Rewards members periodically get texts touting promotions typically
involving 7-Eleven proprietary products.
SMARTPHONE APP: Consumers are required
to sign up for a 7Rewards account to access
the app, which lets users earn a "punch" after
any 7-Eleven beverage purchase (the sixth
purchase triggers a digital coupon for a free
beverage SKU). App users can also browse
current promotions and offers, locate a store by
proximity or Slurpee flavor, enter sweepstakes
and redeem digital coupons.
3RD-PARTY APPS: Dabbled with augmented
reality in
2016 by
stocking
exclusive
cans from
Coca-Cola
that offered
additional
content
via visual
discovery
app Blippar.

SOCIAL MEDIA
FACEBOOK:
National brand
opportunities on the
retailer's Facebook
page occur frequently, sometimes tied
to vendor-specific
ExtraCare rewards.
Brands are often
included alongside
private label SKUs in seasonal campaign updates.
TWITTER: Activity on the platform has
become increasingly sparse, with less national
brand presence than on Facebook. Several updates each month support seasonal promotions.
INSTAGRAM: Updates largely mirror those on
Facebook and Twitter.
PINTEREST: The retailer opened an account in
late 2016 and actively pins to boards for food,
beauty and seasonal celebrations. Brands have
supplied plentiful custom beauty and health
content, some of which ties in to the retailer's
own campaigns.
YOUTUBE: Focuses on the larger company and
its healthcare and charitable initiatives. Brand
presence has waned almost completely.

MOBILE
SMARTPHONE APP: A highly rated and recently updated mobile application allows users
to digitally redeem coupons and ExtraCare
Rewards, view prescription history, place refills,
place online or curbside pickup orders and make
appointments at the retailer's MinuteClinic.
CVS PAY: Launched in 2016, the mobile
payment solution, available on the CVS app,
integrates access to payment options, prescription pickup and ExtraCare rewards.
PHARMACY TEXT PROGRAM: Reminds
patients to refill prescriptions and alerts them
when an order is ready. Patients can also text a
designated number to order a refill.

IN STORE
KIOSKS: The CVS ExtraCare Coupon Center
dispenses personalized and general deals to
shoppers who swipe their cards.
DIGITAL SCREENS: The retailer is implementing digital screens within gondolas in new and
renovated store locations.

OTHER INTERNE
CO-OP ADVERTISING: Retailer deploys ads on
content-targeted and general consumer websites.
BLOGS: Runs more than 25 influencer marketing campaigns a year to support retail or vendor
initiatives.
EXTERNAL WEBSITES: Walgreens.com is
central to everything, including Duane Reade.
PAID SEARCH: New product and other
brand-level ads are common.

PROPRIETARY PLATF
mobile savings tool lets
select coupons for redem
where they can scan pac
find related deals. Users
recommendations. Brand
coupon "collections." Th
apps will eventually mer
PAID SEARCH: Heavy
category terms, especial
co-op activity supports b

DIGITAL COUPONS

DIGITAL COUPO

OTHER INTERNET

Walgreens.com typically has 300-plus
manufacturer paperless coupons weekly (via
Quotient); offers are also available through
the mobile app and accessible through digital
versions of the circular and monthly coupon
booklet. New Text2Clip coupon program allows
shoppers to clip to card via text message.

EMAIL
Brand-specific ads and offers are included in
a weekly email linking to retailer's circular and
another sent to Balance Rewards cardholders.
Other opt-in emails promote online deals, photo
news/offers, and Healthcare Clinic news/offers.
Newsletters for health & wellness and diabetes.

SOCIAL MEDIA
FACEBOOK: Steady update stream includes paid,
brand-specific posts. Updates can be targeted.
TWITTER: Frequent retailer-only and also
brand-specific updates.
YOUTUBE: Mostly beauty- or health-related.
PINTEREST: Uses to create awareness among
key consumer groups. Campaign can combine
static and video pins to educate shoppers and
drive home brand awareness.
INSTAGRAM: App users can directly print
Instagram photos in stores.
OTHER: Google+, Tumblr and Snapchat.

Printable coupons from t
offers through the Targe

EMAIL
A steady stream
promotes Cartwheel
offers as well as
storewide and
category-level sales
to support weekly
circular.

SOCIAL MEDIA

FACEBOOK: Updates in
launches of exclusive pro
pages for Style and Baby
TWITTER: Steady strea
info, Cartwheel coupons
along with Twitter-speci
accounts for News, Style
and Deals (the last sparin
PINTEREST: Account sp
shares craft, recipe and st
Shop" (awesomeshop.tar
top-pinned SKUs, now wi
es. The retailer also runs a
YOUTUBE: Numerous c
single- and multi-brand h
OTHER: Also active on
(where it offers in-store

MOBILE
SMARTPHONE APP: Highly regarded app
has extensive prescriptions and health-related
section, and offers access to same coupons
available online. Occasionally provides support
for account-specific promos.
TEXT ALERTS: Opt-in service for prescription
alerts, and push notification capabilities for
Balance Rewards and other promotions.
OTHER: The retailer supports the Apple Pay
and Android pay platforms and has integrated
them with its Balance Rewards program.
Aisle411 has individual store maps. Worked with
Tylenol on mobile and Waze activation to direct
consumers to the nearest Walgreens store.

MOBILE

TEXT ALERTS: An SMS
ly to deliver coupons.
SMARTPHONE APP: U
2017 to allow users to ad
redeem Cartwheel coup
includes store-specific m
and inventory checks. Al
REDCard and gift registr
CO-OP ADS: Includes a
OTHER: The retailer pla
payment function that w
holders to simultaneousl
deals and charge their ca
mobile app at checkout.

IN-STORE
PIN PADS AT CHECKOUT: Ads on credit card
readers facilitate cause campaign donations
and occasionally promote brands. Pads provide
simple access to Balance Rewards, Apple Pay and
Android Pay via near field communication (NFC).
KIOSKS: Photo kiosks let users print from
memory card, Facebook and Instagram.
BEACONS: Duane Reade is testing iBeacon
technology that delivers lock-screen offers nearby and inside stores.
NEAR FIELD COMMUNICATION: With
Pantene, used displays containing a NFC chip
that directly linked Android users to mobile-optimized page.

IN-STORE

INTERNET-ENABLED
to Target bridal, baby an
DIGITAL TV: Channel R
and screens in entertainm
select stores. Location-s
(and preferably integrate
LOCATION-BASED OFF
soon include a store map t
per's location and highligh
BEACONS: Hundreds o
updated with beacon-en


http://www.AMAZON.COM http://www.BESTBUY.COM http://www.HOMEDEPOT.COM http://www.LOWES.COM http://www.7-ELEVEN.COM http://www.CVS.COM http://www.WALGREENS.COM http://www.TARGET.COM http://www.7-eleven.com/slurpee http://www.Amazon.com http://www.Lowesforpros.com http://www.ATGstores.com http://www.ATGstores.com http://www.Porch.com http://www.CVS.com http://www.Walgreens.com http://www.Proreferral.com http://www.Redbeacon.com http://www.Amazon.com http://www.Walgreens.com http://www.Woot.com http://www.Zappos.com http://www.Amazon.com http://www.lowes.com http://www.homedepot.com http://www.bestbuy.com http://www.lowes.com

Table of Contents for the Digital Edition of Shopper Marketing - October 2017

Contents
Shopper Marketing - October 2017 - Intro
Shopper Marketing - October 2017 - 1
Shopper Marketing - October 2017 - 2
Shopper Marketing - October 2017 - 3
Shopper Marketing - October 2017 - Contents
Shopper Marketing - October 2017 - 5
Shopper Marketing - October 2017 - 6
Shopper Marketing - October 2017 - 7
Shopper Marketing - October 2017 - 8
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Shopper Marketing - October 2017 - 158
Shopper Marketing - October 2017 - 159
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