Shopper Marketing - October 2017 - 26

SPECIAL REPORT

years, we've significantly increased digital marketing support of key initiatives
for Dollar General," Kinnison says. For
example, the new Pringles "Loud" campaign launch included targeted digital advertising, radio advertising, email
and multiple digital coupon strategies.
The brand's Q1 displays were up 20,000
versus a year ago, and its performance
at Dollar General was 500 basis points
better than the rest of market, per the
company.
At Family Dollar, marketers have an
opportunity to create deeper engagements with customers outside of its
stores. The retailer increasingly seeks to
develop new forms of content, in addition to value-centric promotions, as it
builds off the success of its branded entertainment initiative "Save To Win." The
weekly game show, hosted by celebrity
chef Pat Neely on The CW cable network, asks contestants product-related
trivia questions and features integrations
from CPG marketers, including Kellogg,
Colgate, Clorox, Johnson & Johnson,
Georgia-Pacific, Mondelez International
and Mars Inc.
These kinds of content marketing programs create a two-way conversation
that allows Family Dollar to learn more
about its customers. In a cluttered entertainment marketplace, "smart experimentation is critical," says Richard
Wright, senior shopper marketing manager at Georgia-Pacific. "Family Dollar's
strategy of taking a unique and differen26

y SHOPPER MARKETING OTOBER 2017

tiated approach toward communicating
value will continue to be an important
loyalty driver with their shoppers."
Family Dollar also wants to connect
with customers in bold new ways, says
Todd Zullo, director and dollar channel
team leader at Catapult. Going forward,
promotions will heavily integrate with
online and offline messaging, he says.
With "Save To Win," a landing page on
the retailer's website allows shoppers to
flip through a carousel of products featured on the show and sign up for Smart
Coupons. Family Dollar leverages the
promotion on social media as part of its
efforts to engage with customers beyond the store.
"Social media is increasingly gaining
share of voice over retailers in dictating
product choices and brand affinity," Zullo says. "Marketers who provide Family
Dollar customers with shareable content
will create eager brand ambassadors
and drive sales at its network of [more
than 8,000] U.S. stores."

Lidl Disrupts the Market
To this point, the U.S. market hasn't seen
a retailer quite like Lidl. The German discount chain, with its strong assortment
and well-merchandised shelves, bears
some resemblance to Aldi. However,
whereas Aldi relies heavily on private label, Lidl carries more traditional brands
and is the far more aggressive marketer. In the U.K., the two chains have a
combined market share of around 10%



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
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Shopper Marketing - October 2017 - 24
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Shopper Marketing - October 2017 - 26
Shopper Marketing - October 2017 - 27
Shopper Marketing - October 2017 - 28
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