Shopper Marketing - October 2017 - 155

RATION PLAYBOOK

NG: Leaderboard is
tailer campaigns but
ll above fold slots;
ge includes a larger ad
op viewed" items and
-the-fold display ads

S: Brand pages publicize
ew products, etc.
ENCE: Category-level

R: Rollovers provide
o or add to a "quick list."
ew" presents official info
artnerships.

ET

FORMS: The Cartwheel
millions of subscribers
mption in store -
ckaging barcodes to
receive personalized
ds can sponsor themed
he Target and Cartwheel
rge.
use of seasonal and
lly around the holidays;
broader programs.

ONS

target.com; mobile
et app; Cartwheel deals.

ncrease to highlight
oducts/content. Distinct
y.
am of links to product
s and seasonal posts,
ific promos; separate
e, Careers, Ask Target
ngly used).
potlights brands and
tyle ideas. An "Awesome
rget.com) showcases
with crowd-sourced imaga Careers account.
content areas include
how-to's.
Instagram and Snapchat
filters).

S program used primari-

Upgraded in summer of
dd, browse, search and
pons. Other functionality
maps, category searches
lso lets users access
ry accounts.
ads on mobile apps.
ans to add a mobile
will allow REDcard cardly redeem Cartwheel
ard by scanning the

KIOSK: Provide access
nd college registries.
Red runs on TV wall
ment and pharmacy in
specific, content-driven
ed) brand advertising.
FERS: Mobile app will
that will depict a shopht Cartwheel deals nearby.
of stores are being
nabled LED lights.

WALMART.COM

COSTCO.COM

SAMSCLUB.COM

DISPLAY ADVERTISING: Extensive opportunities throughout site include home-page
placement (ad partner: Triad Retail Media) and
"Sponsored Products" recommendations.
BRAND SHOWCASES: Long-term promotional pages let brands change out content
periodically. Often supported by display ads on
site and in emails.
THEMED CONTENT: National brands sponsor seasonal and topical destinations.
CATEGORY PROMINENCE: Brand graphics
illustrate category-level menus, seasonal
carousel ads.

DISPLAY ADVERTISING: Home page
carousel spotlights brands available for online
purchase; "Buyer's Picks," "Best Sellers" and
"sponsored items" sections offer prominence;
display ads from national brands direct shoppers
to brand showcases or lists of products available
from that brand and their product pages.

OTHER INTERNET

BRAND SHOWCASES: Occasional brand
page presents purchase decision-aiding
attributes.
THEMED CONTENT: Little more than back
issues of monthly Costco Connection magazine.
CATEGORY PROMINENCE: Display ads on
category pages link to brand pages or shops and
often are aligned with offers in monthly mailer.
Themed e-commerce shops depict national
brands as leaders.

DISPLAY ADVERTISING: Exclusive brand
programs or new product launches can earn a
home page carousel ad; paid media opportunities (handled by Triad Retail Media) include
top-of-the-page display ads. Paid ads are also
positioned throughout the site.
DAILY DEALS: The retailer's "Shocking Values"
program spotlights six to nine products that are
up to 60% off. Offers change daily.
BRAND SHOWCASES: Numerous promotional showcases for major manufacturers, with
activity especially heavy during the holidays and
peak shopping occasions. Promoted through
display ads across the website and in emails.
CATEGORY PROMINENCE: A "More to
Explore" tab frequently depicts national brand
products alongside categories. Paid ads regularly spotlight brands on category pages.
THEMED CONTENT: Brands supply content for
several permanent, category-focused microsites.

PROPRIETARY PLATFORMS: "Savings
Catcher" tool lets shoppers submit receipts to
receive price-match refunds. "Savings Spotter"
browser extension presents Walmart's price
for products viewed elsewhere.
EXTERNAL WEBSITES: Ecommerce sites
such as Jet.com.
CO-OP ADVERTISING: Ads with top manufacturers drive traffic to walmart.com from
consumer sites.
PAID SEARCH: Generic seasonal terms and
product categories along with sponsored
listings for specific brands. Includes co-op ads
on brand-name searches.
INFLUENCERS: Walmart has moved beyond
its network of mom bloggers to larger-scale,
campaign-specific partnerships, often in
conjunction with brand partners.

DIGITAL COUPONS
A printable coupons area on walmart.com contains some 200 offers (via Quotient) for in-store
purchases; includes a list of "featured brands."

OTHER INTERNET
EXTERNAL WEBSITES: Digital edition of Costco Connection is enhanced with video, audio and
links from brand ads to the e-commerce site.
DISPLAY ADVERTISING: On rare occasions,
the retailer promotes store openings through
digital ads on the websites of local news
organizations.
CO-OP ADVERTISING: Infrequent use has
included top manufacturers and obscure brands.

DIGITAL COUPONS
EMAIL
Periodic emails contain brand graphics to
illustrate product categories and seasons.

The monthly member mailer is always supplemented with scores of online-only deals; offers
from the mailers are automatically redeemed
online at checkout.

OTHER INTERNET
EXTERNAL WEBSITES: Collaborative programs sometimes involve dedicated microsites;
seasonal microsites can incorporate brand-supplied recipes and cooking videos.
BLOGGER OUTREACH: Enlists heavy blogger
support to tout club offerings such as Club
Pickup and plug seasonal promotions.
PAID SEARCH: Ads target prospective members and small business owners.
CO-OP ADVERTISING: Collaboration with
CPGs is common and often includes seasonal
promotions and deals.

SOCIAL MEDIA
FACEBOOK: Numerous updates present retailer campaigns, exclusive products, seasonal
items, recipes, DIY tips and shopper photos.
TWITTER: Tweets showcase some of the
same activity as Facebook updates, as well as
deals/promotions and retweets from partner
accounts. Secondary accounts present info on
corporate initiatives.
OTHER: Also active on YouTube (for seasonal
campaigns, how-to's and meal ideas), Instagram
and Snapchat (sponsored lenses/filters). Activity
on Pinterest, Google+, Vine and Flickr has ceased.
HASHTAGS: Increasingly employed to
increase campaign reach.

MOBILE
SMARTPHONE APP: Includes carousel and
display ads. Growing functionalities let users
access Savings Catcher as well as money
services; complete transactions via Walmart
Pay; refill prescriptions; build a Smart Shopping
List to keep a running receipt total; view
local-store inventory, prices and ads; use a QR
code reader; share a wish list; access one-hour
photo services and gift registries; check prices;
and check-in to pick up online orders.

Weekly emails
spotlight offers on
national brands
and private labels
or focus on a
specific category,
in which key brands receive a leaderboard ad.
Emails are also deployed when new online only
offers are available.

SOCIAL MEDIA
FACEBOOK: The
most active of
the platforms it
uses. Occasional
product-specific
posts are usually
overwhelmed
by community
building messages
and Kirkland Signature plugs.
INSTAGRAM: When not brand agnostic, images tend to spotlight Kirkland products. National
brands are singled out about once a month.
PINTEREST: A variety of category-specific
and seasonal boards link to e-commerce pages
for private label and national brand products. A
"New on costco.com" board spotlights online
exclusive SKUs.

IN-STORE
SCAN-AS-YOU-GO/SELF-CHECKOUT:
Walmart is reintroducing the updated functionality in a growing number of stores.
DIGITAL TV: Walmart Smart Network runs
customized ads targeted by store, day, time
and in-store position (entrance, perimeter,
dedicated endcap or TV wall). Placement is
targeted by geography, store-level demographics and weather.
LOCATION-BASED OFFERS: Employs
geo-targeted pop-up notifications.
QR CODES: P-O-P materials occasionally link
to content on walmart.com.
AUGMENTED REALITY: Used periodically
for retailtainment and employee training.
TOUCHSCREENS: Provide access to an
expanded selection of products on walmart.com
in select stores.

MOBILE
TEXT ALERTS: Subscribers get up to eight
alerts per month on new products, deals,
promotions and other info.
SMARTPHONE APP: Members can use the
app to browse offers from the monthly mailer,
create a shopping list and purchase items
available on costco.com. The app also lets users
locate the nearest store and fill prescriptions.
Costco Connection has its own app.

IN STORE
DIGITAL TV: Demonstration models in the
TV department air custom content and paid
advertising (from PRN).

STOP & SHOP, GIANT-LANDOVER AND GIANT/MARTIN'S

DISPLAY ADVERTISING: Carousel and display
ads on chain home pages promote retailer-driven
programs, private label SKUs and digital coupons.
AMPLIFIED CIRCULAR: Shoppers can click
on products to add them to a shopping list.

OTHER INTERNET The retailer

promotes its products and sales through video
ads on consumer websites. Some spots call out
major national brands.

DIGITAL COUPONS Coupons are
customized based on loyalty data and are available
through a dedicated page within chain websites.
EMAIL Weekly newsletters deliver seasonal

recipes and product offers to loyalty cardholders,
the latter including download-to-card coupons.

SOCIAL MEDIA FACEBOOK: Updates
spotlight major promotions and deals on
specific national brand SKUs.
YOUTUBE: Cooking demonstrations and
stories about suppliers.
PINTEREST: Seasonally focused boards share
recipes from chain websites or Savory magazine.
MOBILE Chain apps let users locate the

DIGITAL COUPONS
Calls monthly promotional booklet "Instant
Savings" to denote there's no need for coupons.
Using member purchase data to define key audiences, the retailer also works with brands to send
members personalized digital coupons (via Triad
Retail Media) through email, web and mobile.

nearest store or gas station, view the weekly
circular and add products from it directly to their
shopping list, find and save recipes, create a
meal plan, view year-to-date savings and reward
points, and load coupons to their loyalty cards.

Several emails per week showcase featured categories - often under a seasonal theme - or the
Instant Savings catalog, or club services; daily
emails spotlight Shocking Values offers. Most
contain paid ads linking to brand showcases.

SOCIAL MEDIA
FACEBOOK: Promotes in-store sampling
or health screenings, and the latest Instant
Savings insert, as well as seasonal and ongoing
campaigns. The retailer also operates distinct
accounts for exclusive brands or as part of
collaborative programs with brands.
PINTEREST: Boards use seasonal themes or
spotlight a particular category.

MOBILE
TEXT ALERT PROGRAM: Informs subscribers about new deals, products, and
account-specific sweepstakes.
SMARTPHONE APP: Serves as membership
card, allowing members to view store-specific
maps and Instant Savings deals, make shopping
lists, buy from samsclub.com, check product
availability at a local store, order via Club Pickup
service, and scan QR codes.
MOBILE-OPTIMIZED WEBSITE: Includes
many of the same functions from the app.

IN STORE
SCAN-AS-YOU-GO/SELF-CHECKOUT:
The reintroduced "Scan & Go" function on the
mobile app allows shoppers to scan barcodes as
the shop and pay through their phone.
INTERNET-ENHANCED KIOSKS: Brand
ads run on health screening kiosks operated
by Chicago-based Higi. Separate kiosks for the
retailer's "Club Pickup" program allow members
to check in for online order pickups.
DIGITAL SAMPLING KIOSKS: Displays from
Freeosk stock items, play brand videos and dispense samples to members that scan their cards.
DIGITAL TV: Brand ads (with real-time updating capability) run on the retailer's TV wall.
QR CODES: Custom displays commonly carry
codes linking to recipes, brand showcases or
seasonal microsites on samsclub.com.

Published by:

ALBERTSONS.COM
DISPLAY ADVERTISING: Rotating ads on
chain websites spotlight sweepstakes, recipes,
seasonal promotions and services. National
brands are typically only pictured as part of
retailer-led campaigns. However, display and
banner ads for brands are plentiful and often link
to showcases within the website.
THEMED CONTENT: Local brands earn the
most attention through videos and other content.
National brands are sometimes included in recipes.
CIRCULAR: Pop-up detail boxes let viewers
add items to a shopping list.
PROPRIETARY PLATFORMS: Just For U and
MyMixx coupon programs deliver personalized
offers weekly to millions of members online.

OTHER INTERNET
BLOGGER OUTREACH: Chains enlist various
food and parenting blogs to tout sweepstakes,
promotions and recipes incorporating private
label SKUs.

DIGITAL COUPONS
Some 300 weekly digital coupons offered on
chain websites and through dedicated mobile applications; MyMixx digital offers via Quotient for
some chains; Just For U digital coupons for others.

EMAIL
Weekly emails to subscribers typically highlight
deals on produce and MyMixx/Just for U offers,
while linking to the circular. Monthly newsletters
focus on healthy eating and include national
brands in recipes. Missives also support retailer-wide promotions.

SOCIAL MEDIA
IN-STORE The Scan It! mobile application

EMAIL
EMAIL

AHOLD DELHAIZE.COM

October 2017

lets shoppers scan barcodes and bag items as
they shop, provides personalized offers and
access to self-checkout.

Notable activity
at other chains

FOOD LION
DIGITAL COUPONS The "MVP Savings

Hub" operated by Quotient hosts coupons for private
label products and national brands that can be
printed at home or downloaded onto loyalty cards.

EMAIL Loyalty cardholders receive a "Your
Weekly MVP Specials" email that spotlights
digital coupons and current promotions and
links to a preview of the digital circular.

MOBILE SMARTPHONE APP: Gives
shoppers access to coupons and lets them use the
app in place of their loyalty card at checkout. It also
has a built-in barcode scanner that can be used to
create shopping lists and contains a store navigator,
which shows which aisle a product can be found in.
THIRD PARTY APPS: Through a partnership
with Ibotta, shoppers who use their MVP loyalty
card have their purchases of eligible products
verified automatically, eliminating the need to
take a photo of their receipt.

HANNAFORD
DIGITAL COUPONS Hundreds of
printable coupons for national brand products
via Quotient.

SOCIAL MEDIA FACEBOOK: Updates
link to digital coupons, circular features or Fresh
magazine articles, promote in-store events,
or support contests and sweepstakes that
regularly earn their own tabs.
TWITTER: Employees monitor the feed to
answer questions.

MOBILE Mobile-optimized website:
Provides a version of the weekly circular,
shopping list functionality, a recipe library, a
store locator, a way to buy and send gift cards,
and a form for ordering party platters and cakes.

FACEBOOK: Usage
varies widely by
chain, but national
brands typically
earn exposure
through updates
that support national programs, retailer-wide overlays to
national programs,
and chain-specific promotions. Many chains are
now using Facebook Live broadcasts to support
local promotions and store openings.
TWITTER: Activity mirrors Facebook updates.
Chains also re-tweet customer praise, updates
from community organizations and respond to
shoppers' complaints.
INSTAGRAM: Consists mainly of recipes as well
as private label product and fresh food spotlights.
PINTEREST: Boards generally consist of
brand-agnostic recipes, but several chains have
produced manufacturer-specific boards in the past.

p2pi.org

KROGER.COM

DISPLAY ADS: National brands are depicted
on the home page carousel ad only when part of
a major campaign or program.
ENHANCED CIRCULAR: Allows shoppers to
add products to their shopping list or print coupons. Shoppers can also sort the circular's content
and see only coupons, BOGO deals or discounts
on private label products or specific departments.
DISPLAY ADS: Home pages utilize rotating
carousel ads to promote company-wide and
banner-specific programs.
AMPLIFIED CIRCULARS: Shoppers can click
on items to build a printable shopping list.

MOBILE OPTIMIZED WEBSITE/SMARTPHONE APP: Each chain has a mobile-optimized website and app where shoppers can
view the circular and scan packaging barcodes
to build lists.
MYMIXX/
JUST FOR U:
Members can
view and select
their personalized deals
through a separate application.
DELIVERY
APP: Chains that
offer delivery
service operate
separate applications that allow users to place
orders by scanning barcodes or by purchase
history.
MOBILE RX: The retailer rolled out a new
application in 2017 that lets patients place
refills, locate pharmacies across its network of
banners, and view pharmacy offers.

IN STORE
LOCATION-BASED OFFERS: App maker inMarket (Checkpoints, List Bliss) installed Apple
iBeacons in select stores to send contextual
notifications to its user base.

OTHER INTERNET
THE PUBLIX CHECKOUT: Launched in 2016,
the blog shares posts several times a week
covering recipes, community initiatives, health
and wellness, sustainability, entertaining and
other topics.

OTHER INTERNET
PROMOTIONAL WEB PAGES: Operated by
Brisbane, CA-based You Technology, they are
used to host seasonal programs. Brands can
participate through instant-win games, digital
coupons and recipes.
DEDICATED WEBSITES: Private labels
Comforts for Baby, Simple Truth and Private Selection have their own sites. Kroger also devotes
websites to its three major cause campaigns:
Bringing Hope to the Table, Honoring Our Heroes
and Sharing Courage. Brands can receive pages
on those websites by participating in fundraisers.
DISPLAY ADVERTISING: Digital ads run
daily to spotlight both seasonal promotions and
weekly deals. The majority run on the websites
of the same local and regional newspapers in
which its runs print advertising. However, the retailer has staged some co-operative efforts with
major manufacturers via networked ad buys.
BLOGGER OUTREACH: Kroger enlists bloggers
to promote seasonal campaigns, often doling out
store gift cards to be used as sweepstakes prizes.

CO-OP WEBSITES: Given the lack of brand
presence within publix.com, many manufacturers have taken to creating dedicated websites
for account-specific promotions and coupons.
Procter & Gamble started savingspg.com, General Mills created readyplansave.com, and Kraft
Heinz Co. operates stockingspree.com with help
from P&G, PepsiCo and Mondelez International.

DIGITAL COUPONS
Chain websites present roughly $600 worth of
digital coupons from national brands each week.
The value increases during major seasonal
events, for which digital coupons are a significant purchase driver.

DIGITAL COUPONS
EMAIL
SAVINGS & SALES: Thursday emails link to
the digital circular, recipes and digital coupons,
calling out deals on some brands.
FRIDAY DEALS: Friday blasts deliver the
"Free Friday Download" - a digital coupon for
a free SKU - and plug up to two retailer-driven
promotions.
THIS MONTH'S MAIN DISH: A monthly
e-newsletter that links to cooking videos,
recipes and seasonal guides on the retailer's
"Inspired Gathering" microsite.

SOCIAL MEDIA
MOBILE

PUBLIX.COM

FACEBOOK: Chain pages promote digital
coupons, retailer campaigns and recipes. Some
chains also post weekly circular previews and
promote local events, sports sponsorships,
cause campaigns and store services. Periodically
hosts short-term sweepstakes where consumers enter by commenting on specific posts.
Updates are typically posted once per day.
TWITTER: Activity largely mimics Facebook
updates.
PINTEREST: Boards deliver recipes plus
entertaining and craft tips from bloggers and
the retailer's website.
INSTAGRAM: Chain-level accounts share recipes, plug primarily private-label products, post
seasonal messages and repost images taken
in stores from other accounts. The channel is
frequently used to host short-term sweepstakes.
YOUTUBE: Kroger regularly posts cooking
demonstrations punctuated by videos promoting its suppliers or major campaigns. Although
each chain has its own channel, all videos have
come from corporate.

In the absence of loyalty cards, Publix's digital
coupons program is linked to the shopper's
phone number, which is provided at checkout to
redeem the offers. Shoppers receive a weekly
email with personalized digital coupons based
on their shopping history.

EMAIL
PUBLIX WEEKLY UPDATE: Sent on Wednesday, the email links to the weekly ad and plugs
new store programs and products.
HEALTH & WELLNESS: Provides relevant tips
and recipes.
APRONS SIMPLE MEALS: Links to recipes
and cooking videos.
WINE PROGRAM: Links to articles about wine
within publix.com and promotes category sales.
PAWS: Offers a monthly pet care tip and links
to exclusive coupons for pet products.

SOCIAL MEDIA
FACEBOOK: Updates once or twice each day
link to blog posts, press releases or recipes, or
tout cause activity.
TWITTER: Activity mirrors Facebook.
YOUTUBE: Primarily posts cooking videos
through its Aprons program, but also shares TV
spots and videos touting its cause activity and
services.
INSTAGRAM: Posts several times each week
sharing a mix of historical photos, recipes,
and images promoting its prepared foods and
seasonal campaigns.
PINTEREST: Boards are primarily seasonally
focused, sharing a mix of recipes and tips for
crafts or party planning. The retailer has also
used the channel to host photo contests.

MOBILE
SMARTPHONE APP: Lets users view weekly
circulars, create a shopping list using a barcode
scanner or by searching for product, track
fuel points accrued through rewards program
memberships, find items in store by aisle, order
prescription refills, browse the same digital
coupons available on Kroger's website and load
them to their card and check a gift card balance.

MOBILE
SMARTPHONE APP: Lets users view
store-specific circular ads, add items to a shopping list by browsing the circular, searching a list
of products or typing in an item, view Aprons
recipes and refill pharmacy prescriptions.


http://www.p2pi.org http://www.WALMART.COM http://www.COSTCO.COM http://www.SAMSCLUB.COM http://www.DELHAIZE.COM http://www.ALBERTSONS.COM http://www.KROGER.COM http://www.PUBLIX.COM http://www.Jet.com http://www.walmart.com http://www.publix.com http://www.savingspg.com http://www.target.com http://www.readyplansave.com http://www.stockingspree.com http://www.walmart.com http://www.rget.com http://www.publix.com http://www.samsclub.com http://www.costco.com http://www.walmart.com http://www.walmart.com http://www.samsclub.com http://quotient.com/puredigital

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
Shopper Marketing - October 2017 - 9
Shopper Marketing - October 2017 - 10
Shopper Marketing - October 2017 - 11
Shopper Marketing - October 2017 - 12
Shopper Marketing - October 2017 - 13
Shopper Marketing - October 2017 - 14
Shopper Marketing - October 2017 - 15
Shopper Marketing - October 2017 - 16
Shopper Marketing - October 2017 - 17
Shopper Marketing - October 2017 - 18
Shopper Marketing - October 2017 - 19
Shopper Marketing - October 2017 - 20
Shopper Marketing - October 2017 - 21
Shopper Marketing - October 2017 - 22
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Shopper Marketing - October 2017 - 26
Shopper Marketing - October 2017 - 27
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