Shopper Marketing - September 2016 - 190


COSTCO.COM

Display advertising: Home page carousel spotlights
brands available for online purchase; "Buyer's Picks" and
"Best Sellers" sections offer some prominence; display
ads from national brands direct shoppers to brand showcases or lists of products available from that brand and
their product pages.
Brand showcases: Occasional brand page presents purchase decision-aiding attributes.
Themed content: Little more than back issues of monthly
Costco Connection magazine.
Category prominence: Display ads on category pages
link to brand pages or shops and often are aligned with
offers in monthly mailer.

OTHER INTERNET
External websites: Digital
edition of Costco Connection
is enhanced with video, audio
and links from brand ads to the
e-commerce site.
Display advertising: On rare
occasions, the retailer promotes
store openings through digital
ads on the websites of local
news organizations.
Co-op advertising: Infrequent
use has included top manufacturers and obscure brands.

DIGITAL COUPONS
The monthly member mailer is always supplemented with
scores of online-only deals; offers from the mailers are
automatically redeemed online at checkout.

EMAIL
Weekly email spotlights offers on national brands and
private labels. Emails are also deployed when new online
only offers are available.

SOCIAL MEDIA
Facebook: Occasional
product-specific posts
usually overwhelmed
by community building
messages and Kirkland
Signature plugs.
Instagram: When not
brand agnostic, images
tend to spotlight Kirkland products. National brands are
singled out about once a month.

MOBILE
Text alerts: Subscribers get up to eight
alerts per month on new products,
deals, promotions and other info.
Smartphone app: Members can use
the app to browse offers from the
monthly mailer, create a shopping list
and purchase items available on costco.com. The app also lets users locate
the nearest store and fill prescriptions.
Costco Connection has its own app.

IN-STORE
Digital TV: Demonstration models in the TV department
air custom content and paid advertising (from PRN).

SAMSCLUB.COM
Display advertising: Exclusive brand programs can earn a
home page carousel ad; paid media opps (handled by Triad
Retail Media) include top-of-the-page display ads; several
additional slots promote key deals; other sections for "Hot
Deals." Paid ads are also positioned throughout the site.
Daily Deals: The retailer's "Shocking Values" program
spotlights six to nine products that are up to 60% off their
regular retail price. Offers change daily.
Brand showcases: "Instant Savings" is the hub for paid
activity, which ranges from extensive "Featured Brand"
showcases to "Product Spotlight" pages; display ads
elsewhere drive traffic.
Themed content: Brands supply content to category microsites such as "Tech Savings" and "Last Chance Buys."
Category prominence: Some ad slots available on category pages, where top brands get links.

OTHER INTERNET
External websites: Collaborative programs sometimes
involve dedicated microsites; seasonal microsites can
incorporate brand-supplied recipes and cooking videos.
Paid search: Ads target prospective members, c-store
owners and job seekers.
Co-op advertising: Collaboration with packaged goods
brands is common; ads incorporate seasonal themes or
specific deals.
Digital Coupons: Calls monthly promotional booklet "Instant Savings" to denote there's no need for coupons.

EMAIL
Several emails per week showcase multiple "Featured
Categories" and other deals or the monthly "Instant
Savings" catalog; daily emails spotlight Shocking Values
offers; occasionally devotes email to one popular product;
monthly blast introduces new SKUs; monthly "Small Business News" email offers deals on office supplies.

SOCIAL MEDIA
Facebook: Daily posts promote in-store sampling/events
and Instant Savings deals on specific brands; updates
often link to an e-commerce page.
Twitter/Instagram: Daily updates mostly mirror Facebook
posts.
Pinterest: Boards have seasonal theme or focus on a
category.
YouTube: Channel primarily promotes private-label
brands and spotlights retailer news.

MOBILE
Text alerts: Subscribers get messages about deals and
new products.
Smartphone app: Serves as membership card, allowing
members to view store-specific maps and Instant Savings
deals, make shopping lists, buy from samsclub.com, check
product availability at a local store and order via Club
Pickup service, and scan QR codes.

IN-STORE
Scan-as-you-go/self-checkout: Sam's Club reintroduced
Scan & Go to select locations in summer 2016.
Internet-enabled kiosks: Brand ads
run on health screening kiosks near
pharmacies (via SoloHealth). New,
separate kiosks for the retailer's "Club
Pickup" program allow members to
check in for online order pickups.
Digital TV: Brand ads (with real-time
updating capability) run on the retailer's TV wall.
Digitally-enhanced kiosks: Freeosk
displays (produced by St. Joseph, MIbased Edgewater Automation) stock items, play brand videos
and dispense samples to members that scan their cards.
QR codes: Customized displays commonly carry codes
linking to recipes, brand showcases or seasonal microsites
on samsclub.com.

TARGET.COM
WALMART.COM

Brand showcases: Brand pages publicize exclusive promotions, new products, etc.
Themed content: National brands sponsor seasonal and
topical destinations.

Brand showcases: Long-term promotional pages let brands
change out content periodically. Often supported by display
ads elsewhere on site and emails.

Display advertising: Extensive opportunities throughout
site include home-page placement (ad partner: Triad
Retail Media). Promotional opps include "Daily Savings
Center" and "Savings Showcase" pages.

Category prominence: Category-level ad placement
available.
Category prominence: Brand graphics illustrate category-level drop-down menu and seasonal carousel ads.

Display advertising: Leaderboard is typically reserved for
retailer campaigns but brands can still get small abovefold slots; bottom half of home page includes a larger
ad spot and sections for "top selling" and "top viewed"
items; below-the-fold display ads throughout the site.

Amplified circular: Rollovers provide options to get more
info or add to a "quick list."
Amplified circular: Pages are supplemented with a horde
of related content, much supplied by brands.

Location-based offers: Employs geo-targeted pop-up
notifications.

Augmented reality: Used periodically as retailtainment.

QR codes: Custom P-O-P materials sometimes link to
content on walmart.com.

Digital TV: Walmart Smart Network runs customized
ads targeted by store, day, time and in-store position
(entrance, perimeter, dedicated endcap or TV wall). Placement is targeted by geography, store-level demographics
and weather.

Scan-as-you-go/self-checkout: Tested and abandoned
but functionality will be reintroduced as part of Walmart
Pay.

IN-STORE

Smartphone app: Users can build a Smart Shopping List
to keep a running receipt total; view local-store inventory,
prices and ads; use a QR code reader; refill prescriptions;
share a wish list; check-in to pick up online orders; and
complete transactions with the retailer's new mobile
wallet, Walmart Pay.

MOBILE

Other: Also active on YouTube (for seasonal purchase
ideas, how-to's and meal ideas), Instagram, Google+ and
Snapchat (where it offered in-store filters). Activity on
Vine and Flickr has ceased.

Pinterest: Product-focused boards built around lifestyle
concepts, some aligned with marketing initiatives.

Twitter: Tweets showcase Rollbacks and other deals/promotions, in-store events and tips, and announce product
recalls. Secondary accounts present info on corporate
initiatives.

Facebook: Numerous updates present retailer campaigns,
exclusive products, meal solutions and promotional offers.

SOCIAL MEDIA

A steady stream often contains banner ads from "trusted
partners."

EMAIL

A "Printable Coupons" area on walmart.com contains
300-plus offers (via Quotient) for in-store purchases.

DIGITAL COUPONS

Blogs: "Walmart Moms" blogger network plugs programs.

Paid search: Generic seasonal terms and product categories along with sponsored listings for specific brands.
Includes co-op ads on brand-name searches.

Proprietary platforms: "Savings Catcher" tool lets shoppers submit receipts to receive price-match refunds.

Co-op advertising: Ads with top manufacturers drive
traffic to walmart.com from consumer sites.

External websites: "Savings Spotter" browser extension
presents Walmart's price for products viewed elsewhere.

OTHER INTERNET

Blogs: "A Bullseye View" presents official info on new
products and partnerships along with lifestyle content.

OTHER INTERNET
Proprietary platforms: The Cartwheel mobile savings tool
lets millions of subscribers select coupons for redemption
in-store - where they can scan packaging barcodes to
find related deals. Users receive personalized recommendations. Brands can sponsor themed coupon "collections."
Paid search: Heavy use of seasonal and category terms,
especially around the holidays; co-op activity supports
broader programs.

DIGITAL COUPONS
Printable coupons from target.com; mobile offers through
the Target app; Cartwheel deals.

EMAIL
A steady stream promotes storewide and category-level
sales to support weekly circular; Cartwheel delivers its
own emails, as does REDperks.

SOCIAL MEDIA
Facebook: Updates increase to highlight launches of exclusive products/content. Distinct pages for Style and Baby.
Twitter: Steady stream of links to product info, Cartwheel
coupons and seasonal posts, along with Twitter-specific promos; separate accounts for News, Style, Careers, Ask Target
and Deals (the last sparingly used).
Pinterest: Account spotlights brands and shares craft, recipe and style ideas: "Awesome Shop" showcases top-pinned
SKUs, now with crowd-sourced images.
YouTube: Numerous content areas include single- and
multi-brand how-to's in channels such as beauty. Used to
offer a virtual-reality experience during Halloween 2015.
Other: Also active on Instagram (where it often runs
sponsored ads), Google+ and Snapchat (where it offers instore filters). Activity on Tumblr and Vine has ceased.

MOBILE
Text alerts: An SMS program used primarily to deliver
coupons.
Smartphone app: Advanced functionality includes
store-specific maps, category searches and inventory
checks. Also provides access to REDCard, Cartwheel and
gift registry accounts, and gift-card balance checks. Collaborative activity includes games played through the app (and
mobile website).
Mobile rewards: The retailer continues testing a REDperks
loyalty rewards program and a dedicated mobile app.
Co-op advertising: Runs ads on mobile apps.
Other: The retailer plans to integrate Cartwheel, REDperks and REDcard to make them all accessible through a
single mobile sign-on.

IN-STORE
Internet-enabled kiosk: Provide access to Target bridal,
baby and college registries.
Digital TV: Channel Red runs on TV wall and screens
in entertainment and pharmacy in select stores. Location-specific, content-driven (and preferably integrated)
brand advertising.
Beacons: Target launched a test of Bluetooth beacons in
select stores in 2015.

HOMEDEPOT.COM
Display advertising:
Home page changes
often, typically spotlighting a specific category. Product images
often used to illustrate
categories; home page
for professionals microsite links to brand shops.
Brand showcases: Top brands in key categories can
get extensive areas with multimedia content to bolster
product pages.
Themed content: How-to advice and project ideas typically stay brand neutral.
Category prominence: Landing page marquees spotlight
key brands; other opportunities available at subcategory
level.
Amplified circular: Online-friendly single SKU "features" link
to Amazon-esque detail pages and "Add to Cart" buttons.
Blogs: "Built From Scratch" has employees and guests
providing advice and inspiration; a separate "How To
Community" forum has designated associates posting
project ideas.

OTHER INTERNET
External websites: Redbeacon.com answers questions
and recommends professionals.
Paid search: Terms range from broad ("home improvement") to brand-specific ("Husky tools").
Co-op advertising: Extensive array of display ads and online video includes seasonal promotion tie-ins, store event
and app spotlights and stand-alone brand offers.

DIGITAL COUPONS
The retailer occasionally emails subscribers promotional
codes that can be applied to online orders.

EMAIL
Several weekly emails spotlight the "Special Buy of the
Day" (sometimes in-store or online only) and special sales;
Weekly missives link to the circular and send coupons,
other offers and tips to "Garden Club" members and,
separately, professionals; additional emails periodically
spotlight seasonal programs.

SOCIAL MEDIA
Facebook: Occasional SKU-specific post amidst steady
flow of project ideas, advice and community building
updates.
Twitter: Largely mimics Facebook activity.
Vine: Videos support major campaigns and in-store
workshops.

MOBILE

Other: Also active on Pinterest, Instagram and YouTube.

Text alerts: Subscribers get up to 10 per month touting
promotions and how-to info.
Smartphone app: Users can write reviews, conduct audio
searches, and check store-level price, inventory and location. Technology for Aisle411 consumer app also drives the
maps in HD's own app. Separate Pro app also allows access to the in-store Pro Desk and barcode-scan ordering. A
separate "Project Color" app lets customers preview how
shades of paint and wood stain will look in their homes.

IN-STORE
Scan-as-you-go/self-checkout: Several employees per
store carry portable devices that let them check inventory, find products at other stores and check out shoppers
quickly.
Kiosks: In-Store Appliance Finder links to more options
than are carried in the store; Redbeacon kiosks let shoppers sign up for service.
QR codes: Product-level tags link to information to encourage the purchase or enhance product usage.

LOWES.COM

Display advertising: Home page sometimes presents
brand-specific promotions; predictive search function
suggests brand names.

Brand showcases: Top brands in key categories get landing pages with videos and other informational content.

Themed content: Wealth of project ideas and how-to
advice (mostly brand-agnostic).

Category prominence: Logos on landing pages link to
brand shops; top-of-page banners also used.

Amplified circular: Modified layout uses single-SKU features to link to details page, then facilitate purchase and/
or social sharing; viewers can shop by brand.

Blogs: "Creative Ideas" network has 30-plus DIY bloggers
that give brand shout outs within project ideas.

OTHER INTERNET

External websites: Lowesforpros.com targets professionals; also owns ATGstores.com, an aggregation of former
category-specific websites with an inventory of 3 million
SKUs. Installation and assembly services for ATGstores.com
is provided by Lowe's existing partnership with Porch.com.

Paid search: Terms range from broad ("home improvement") to brand-specific ("Husqvarna tractors").

Proprietary platforms: Personalized MyLowe's program
lets members store project-specific shopping lists, track
all purchases and get replenishment reminders.

Co-op advertising: Active schedule includes seasonal
promotion tie-ins and tends to focus on big-ticket items -
but includes P&G home brands.

EMAIL

SOCIAL MEDIA

Weekly missives deliver store-specific deals, online exclusives and holiday sale previews.

Facebook: Updates occasionally will link to a brand or
product page.

Pinterest: More than 3.4 million users follow a steady
stream of boards providing DIY advice and design
inspiration. Nearly all pins link to "Creative Ideas" or the
e-commerce area of lowes.com.

BESTBUY.COM

Display advertising: Major product launches get the
home page leaderboard; a "Deal of the Day" box links
to one featured product; brands can also get a top- or
bottom-of-the-page display ad.

Brand showcases: Partners with in-store departments
(Apple, Samsung, Sony, Windows and Intel) get digital
shops. Others earn a spotlight as featured brands.

Themed content: Videos explain technologies, sometimes
with brand-specific endorsements.

Category prominence: Sub-categories offer brand spotlights as well as targeted display ads.

Amplified circular: Interactivity connects features to
direct-purchase and informational pages.

OTHER INTERNET

Blogs: "Latest & Greatest" discusses new products and
promotions; "Gaming News" touts new titles. A network
of outside bloggers team up to spotlight specific SKUs.

Paid search: Co-op ads common with key brands.

EMAIL

Co-op advertising: SKU-specific and branded seasonal
messages; strategy includes video ads and occasional
home page takeovers.

SOCIAL MEDIA

Relentless stream spans seasonal sales and SKU-specific
subject lines; Rewards members get exclusive offers at
least once a month.

Facebook: Posts plugging limited-time deals and new
products have dwindled to a handful per month.

Twitter: Updates spotlight new home videos, games and
electronics, promote events and in-store experiences, and
link to related content; runs Twitter-only sweeps; leverages the platform's polling feature.

YouTube: A variety of content includes trailers for home
video releases, TV spots, how-to videos, and tech news;
sometimes taps social celebrities.

Pinterest: What started as a token effort has grown into a
destination for gifting ideas and other product spotlights.

Text alerts: Separate SMS programs alert subscribers
to special offers Deal of the Day has its own; a seasonal
service presents holiday promotions.

MOBILE

Google+ and Vine: Activity ceased after September 2015.

Google+: More than 1 million followers get links to
featured products on lowes.com along with content borrowed from other social media.

Twitter: Even fewer brand opportunities here, where most
activity mimics Facebook; @LowesRacing tracks sponsored NASCAR driver Jimmie Johnson and his team.

YouTube: Videos stick to home-centric marketing in short
humor and narrative formats.

Vine: "Lowe's Fix in Six" series uses stop-motion animation
to present home improvement "life hacks" in six seconds.

Other: Also active on Snapchat.

QR codes: Shelf signs typically carry a code linking to
product information, sometimes deals.

Digital TV: In-house operation accepts brand-supplied
HD content to run on floor-model screens.

Internet-enabled kiosks: Endcap computer terminal
provides access to bestbuy.com; distinct kiosk for video
game pre-orders and accessing the new wedding registry.

Location-based offers: See Other above.

IN-STORE

Other: First retailer partner of eBay's RedLaser location-based promotional app.

Co-op advertising: Ads on third-party mobile sites (like
Pandora) usually seek to drive traffic to bestbuy.com or a
nearby store. One recent effort with Microsoft incorporated user-generated content.

Tech Yeah Player Pass: Limited-time program let participants vie for prizes when presenting their Android or iOS
mobile wallets each time they participated in an in-store
Intel Experience activity.

Smartphone app: Rewards members get exclusive offers
through the app and earn points for checking in at stores,
browsing deals and products, and accessing the wedding
registry; brand-sponsored games sometimes used; builtin reader handy for retailer's extensive in-store deployment of QR codes; users can hover phones over a circular
image to pull up a product page; latest iPhone users tap
and hold a product icon to add it directly to their digital
cart; distinct Best Buy Gaming and Geek Squad apps.

MOBILE

Smartphone app: Allows users to find store-specific inventory, view product info and reviews, and make purchases;
guides shoppers to the proper aisle and bay in stores.

Lowe's Vision App: One of a select few apps to launch
with Lenovo's Phab 2 Pro, a smartphone with Google's
Tango technology that will allow shoppers to map living
spaces in real time and place virtual appliances to see the
fit and look before purchase.

IN-STORE

Internet-Enabled Kiosks: Chain-wide Wi-Fi facilitates
lowes.com purchases.

Digital TV: Brand-supplied video demos fairly common.

QR codes: Mobile app directs users to scan QR codes and
barcodes to find pricing and product info.

Augmented reality: Retailer's "Holoroom" program, available in 19 stores, lets tablet-wielding shoppers experience
how products will look in a home setting. Also see Lowe's
Vision App.


http://www.co.com http://www.COSTCO.COM http://www.samsclub.com http://www.SAMSCLUB.COM http://www.samsclub.com http://www.TARGET.COM http://www.target.com http://www.WALMART.COM http://www.walmart.com http://www.walmart.com http://www.walmart.com http://www.HOMEDEPOT.COM http://www.Redbeacon.com http://www.lowes.com http://www.LOWES.COM http://www.ATGstores.com http://quotient.com/puredigital http://www.Lowesforpros.com http://www.lowes.com http://www.lowes.com http://www.ATGstores.com http://www.Porch.com http://www.BESTBUY.COM http://www.bestbuy.com http://www.bestbuy.com

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

Contents
Shopper Marketing - September 2016 - Intro
Shopper Marketing - September 2016 - 1
Shopper Marketing - September 2016 - 2
Shopper Marketing - September 2016 - 3
Shopper Marketing - September 2016 - Contents
Shopper Marketing - September 2016 - 5
Shopper Marketing - September 2016 - 6
Shopper Marketing - September 2016 - 7
Shopper Marketing - September 2016 - 8
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