Shopper Marketing - March 2016 - 47


" We provided a roadmap so both companies could
follow their own internal procedure and then ship to
Walgreens, where the retailer's procedure could then
happen in-store."
Laura Cammarota, Beiersdorf

store elements included circular ads as well as
News America Marketing's Price Feature Plus
ads that ran adjacent to both manufacturers'
FSIs in August. Cammarota says the timing was
opportunistic since the brands shared the same
FSI vendor and both already had plans to highlight their respective significant driver brands in
ads on Aug. 16. Email blasts also went out to 10
million households in mid-August.
The program leveraged Walgreens' Balance
Rewards loyalty program to incent purchase
across categories and brands. When consumers
bought $20 in eligible product, they received
5,000 reward points. "We stayed focused on
loyalty, which we know is a key driver for the
Walgreens shopper, and we wanted to reward
her to drive market basket up and get crosscategory purchases going," says Cammarota.
"We used that as the anchor or attraction point
for shoppers, to reward them for participating in
purchasing across these multiple brands."
Both Kucera and Carolina Howski, Walgreens'
personal care category manager, were highly
engaged in the architecture of the program. "It
is always good when you start with what the
shopper wants and then everyone wins - the
customer, supplier and retailer," says Kucera.
At the onset of the program, the companies set out to hit a combined sales goal for
the participating brands on the endcap, and

they effectively superseded it by 46%.
Norwalk, Connecticut-based IN Marketing
Services, Edgewell's shopper agency, provided the creative. Menasha, Neenah, Wisconsin,
manufactured Beiersdorf's PDQ trays, while
Pratt Industries, Totowa, New Jersey, handled
Edgewell's trays.
While neither would divulge the marketing budget for the program, Cammarota says
a testament to its success is the fact that the
partnership will continue for a second year.
"We're taking the lessons learned and breaking
down to little nuggets to understand the winners, where can we improve, and where can
we optimize our strategies. We're coming back
SM
together with deeper lessons learned."

BRANDS: Nivea, Schick, Skintimate, Edge
RETAILER: Walgreens
INSIGHTS: Both men and women are
looking for total grooming solutions and
to follow a daily regimen when it comes
to shaving and grooming products.
ACTIVATION: The partners created an
in-store destination that speaks to consumers and shoppers about their shaving needs and provides all the products
necessary to follow a complete regimen.
MARCH 2016 SHOPPER MARKETING y

47



Table of Contents for the Digital Edition of Shopper Marketing - March 2016

Contents
Shopper Marketing - March 2016 - Intro
Shopper Marketing - March 2016 - 1
Shopper Marketing - March 2016 - 2
Shopper Marketing - March 2016 - 3
Shopper Marketing - March 2016 - Contents
Shopper Marketing - March 2016 - 5
Shopper Marketing - March 2016 - 6
Shopper Marketing - March 2016 - 7
Shopper Marketing - March 2016 - 8
Shopper Marketing - March 2016 - 9
Shopper Marketing - March 2016 - 10
Shopper Marketing - March 2016 - 11
Shopper Marketing - March 2016 - 12
Shopper Marketing - March 2016 - 13
Shopper Marketing - March 2016 - 14
Shopper Marketing - March 2016 - 15
Shopper Marketing - March 2016 - 16
Shopper Marketing - March 2016 - 17
Shopper Marketing - March 2016 - 18
Shopper Marketing - March 2016 - 19
Shopper Marketing - March 2016 - 20
Shopper Marketing - March 2016 - 21
Shopper Marketing - March 2016 - 22
Shopper Marketing - March 2016 - 23
Shopper Marketing - March 2016 - 24
Shopper Marketing - March 2016 - 25
Shopper Marketing - March 2016 - 26
Shopper Marketing - March 2016 - 27
Shopper Marketing - March 2016 - 28
Shopper Marketing - March 2016 - 29
Shopper Marketing - March 2016 - 30
Shopper Marketing - March 2016 - 31
Shopper Marketing - March 2016 - 32
Shopper Marketing - March 2016 - 33
Shopper Marketing - March 2016 - 34
Shopper Marketing - March 2016 - 35
Shopper Marketing - March 2016 - 36
Shopper Marketing - March 2016 - 37
Shopper Marketing - March 2016 - 38
Shopper Marketing - March 2016 - 39
Shopper Marketing - March 2016 - 40
Shopper Marketing - March 2016 - 41
Shopper Marketing - March 2016 - 42
Shopper Marketing - March 2016 - 43
Shopper Marketing - March 2016 - 44
Shopper Marketing - March 2016 - 45
Shopper Marketing - March 2016 - 46
Shopper Marketing - March 2016 - 47
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Shopper Marketing - March 2016 - 49
Shopper Marketing - March 2016 - 50
Shopper Marketing - March 2016 - 51
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Shopper Marketing - March 2016 - 55
Shopper Marketing - March 2016 - 56
Shopper Marketing - March 2016 - 57
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Shopper Marketing - March 2016 - 63
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