Shopper Marketing - May 2016 - 16


PROGRAMS

Prestige Targets Rite Aid's
Loyal Seniors
FSI integral part of multi-brand promotion offering points to Plenti loyalty
program members
By Chris Gelbach

TarryTown, n.y. - Prestige
Brands recently brought
several of its brands together in a marketing program at Rite Aid targeted
to seniors. The program
emerged from initial research of Prestige's various
categories and brands.
"The first thing we did
was look at categories and
brands that over-indexed
over any demographic,
psychographic, shopper
group, attitudinal, media
usage," says Pat FitzSimons, director of category
development and shopper
insights, Prestige Brands.
"We used all of those different resources to triangulate what would be the best demographic group to align with our brands."
From that research, senior shoppers emerged
as an area of opportunity because several of
Prestige's more than 70 brands over-index with
them. Prestige then used customer-specific
data to identify Rite Aid as one of the retail
partners that would be a good fit. "From there,
16

y SHOPPER MARKETING MAY 2016

we utilized those insights
and research on the senior
shopper to develop a program that really spoke to
those shoppers along the
path to purchase," says Andrea Bouwman, shopper
marketing director, Prestige Brands.
A key component of
the program was a Rite
Aid-specific FSI in select
key high-indexing senior
markets. The coupon
highlighted several brands
popular with seniors:
Beano (gas and bloating
relief), Efferdent (denture
cleanser), Gly-Oxide (antiseptic oral cleanser), Ecotrin (safety-coated
aspirin) and Debrox (ear wax drops).
The FSI promoted an offer for 700 Plenti
points (valued at $7) with purchase of $15 in
eligible products from Feb. 28 through March
5. (Rite Aid is one of multiple partners in the
Plenti coalition loyalty program run by American Express.) The FSI also reminded shoppers
about the retailer's wellness65+ program that



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

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
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