Shopper Marketing - May 2016 - 18


PROGRAMS

gives members "20% off almost everything
in the store" on the first Wednesday of the
month. The FSI went out on Feb. 28 and promoted Wednesday, March 2, as a day to save.
"So it was really reaching that most important
shopper at Rite Aid who tends to spend significantly more than a non-loyalty member," says
Prestige Brands' Jacob Grehn, director of sales
for Rite Aid.

Aid in September 2015. The creative was subsequently developed and approved before the
program's execution at the end of February 2016.
The campaign represents Prestige's largest effort to date in terms of the number of its
brands included in a cross-brand, in-store promotion. Metrics will include sales lift across the
participating brands as well as longer-term factors such as repeat loyalty and examinations
of cross-category purchase
" The targeting against this segment of the
behavior over time.
population is a little different than if we're
While it's too early to gauge
the program's success, Presgoing after Millennials, where mobile and
tige expects to apply the
digital coupons and banner advertising
learnings to future programs.
become a lot more important."
"Overall, our goal is to be effiJacob Grehn, director of sales for Rite Aid, Prestige Brands cient and drive the basket for
the retailer," says FitzSimons.
"Because ultimately, that's what they want.
The offer was also highlighted through an
And when they grow, we grow."
ad block purchase in Rite Aid's in-store circular.
Prestige worked with News America MarIn stores, shelf tags highlighted the offer. PresSM
keting (New York City) on the FSI.
tige considered additional in-store displays but
opted against them because of the challenges
associated with grouping products from differBRANDS: Beano, Efferdent, Gly-Oxide,
ent categories together. "The targeting against
Ecotrin and Debrox
this segment of the population is a little differRETAILER: Rite Aid
ent than if we're going after Millennials, where
mobile and digital coupons and banner adKEY INSIGHTS: Many of Prestige
vertising become a lot more important," says
Brands' products over-index with senior
Grehn. "For this, it's more the coupon-clipper
shoppers. Seniors tend to be coupon
FSI guest who's also very involved with their
clippers and rely on retailer circulars.
Rite Aid circular and in-store offers."
ACTIVATION: A weeklong purchase
According to Bouwman, the effort's timeline
incentive, promoted with an FSI and inran almost a year from conception through exstore tactics, promised loyalty program
ecution. It started in April 2015 with insight colpoints and additional savings to seniors
lection and development, which lasted about
on Wednesday during the promotional
three months. The platform and Rite Aid-specific
period.
program were then developed and sold into Rite
18

y SHOPPER MARKETING MAY 2016



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
Shopper Marketing - May 2016 - 8
Shopper Marketing - May 2016 - 9
Shopper Marketing - May 2016 - 10
Shopper Marketing - May 2016 - 11
Shopper Marketing - May 2016 - 12
Shopper Marketing - May 2016 - 13
Shopper Marketing - May 2016 - 14
Shopper Marketing - May 2016 - 15
Shopper Marketing - May 2016 - 16
Shopper Marketing - May 2016 - 17
Shopper Marketing - May 2016 - 18
Shopper Marketing - May 2016 - 19
Shopper Marketing - May 2016 - 20
Shopper Marketing - May 2016 - 21
Shopper Marketing - May 2016 - 22
Shopper Marketing - May 2016 - 23
Shopper Marketing - May 2016 - 24
Shopper Marketing - May 2016 - 25
Shopper Marketing - May 2016 - 26
Shopper Marketing - May 2016 - 27
Shopper Marketing - May 2016 - 28
Shopper Marketing - May 2016 - 29
Shopper Marketing - May 2016 - 30
Shopper Marketing - May 2016 - 31
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Shopper Marketing - May 2016 - 35
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Shopper Marketing - May 2016 - 38
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Shopper Marketing - May 2016 - 40
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Shopper Marketing - May 2016 - 57
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Shopper Marketing - May 2016 - 99
Shopper Marketing - May 2016 - 100
Shopper Marketing - May 2016 - 101
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