Shopper Marketing - March 2016 - 70


FEATURE: SOCIAL MEDIA

WALGREENS
"We have a responsibility to think about social in an omnichannel capacity," says Adam Kmiec,
senior director, mobile, social, content and performance marketing, Walgreens. "It sounds
simple, but it really does start with the customer and how to be helpful to them." He cites the
Walgreens Tumblr page, which is all about helping the customer, and his favorite Instagram
post from the holiday season of Charlie the Dog reminding parents to not be left emptyhanded on Christmas morning without batteries. "It's not heavy-handed, it's actually fun and
it offers an understanding of our customer."
Walgreens has tackled social at an organizational level, rather than a departmental one, Kmiec says, leaning on internal subject matter experts that lead social while
also making it a shared responsibility across the organization. He's excited about the
prospect of artificial intelligence. "I think the next big thing in social and what gets me
excited is all the efforts needed to make your context discoverable for platforms like
Siri and beyond. You can start to see the beginnings of this within Pinterest's improved
internal search tool."
it easier converting on desktop. Converting on
mobile is often challenging, and what consumers are really craving is a frictionless shopping
experience."
Until that is ironed out, it appears social marketing will remain at the top of the funnel, driving awareness, where it has tremendous value,
Goldberg says.
F

F

F

Rodney Mason, GVP, marketing, Blackhawk
Engagement Solutions, believes 2016 will be
a breakout year for social. He believes that
brands don't promote social enough. "It's a
cultural thing in the retail industry, and there
needs to be a mindshift, because the consumer
has shifted and the industry has not." He cites
Blackhawks' study on Millennials that showed
55% use social media to learn about products,
sales and shopping news. That beats Google
70

y SHOPPER MARKETING MARCH 2016

(45%) and Amazon (37%), he says.
Toys "R" Us uses social to create "compelling two-way dialogue," says Jeanne Caso, executive director, digital marketing, integrated
marketing. That includes promoting hot toys
and deals, celebrating holidays, highlighting
upcoming in-store events or raising awareness
of charitable campaigns.
She says the retailer recently began testing
Instagram carousel ads. Facebook created the
carousel ad for its network and brought it to
Instagram. The ads enable brands to showcase
multiple images and links in one ad post. Video
has been added to the carousel format, too.
Another new Facebook feature is Canvas,
which expects to enhance how Facebook users
browse products after clicking an ad they like.
For example, if there's an ad in the feed that
gets their attention, as opposed to clicking it
and being redirected to another website, Can-



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
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