Shopper Marketing - September 2016 - 191


THE SHOPPER MARKETING

*

Internet-enabled kiosks: Upfront Scan It! stations (in
stores with handheld devices) have screens presenting
product offers.

Location-based offers: See Proprietary platforms.

Scan-as-you-go/self-checkout: See Proprietary platforms.

IN-STORE

Proprietary platforms: Scan It! mobile app (in 315-odd
stores) lets loyalty cardholders scan product barcodes as
they shop for single-scan checkout. Users receive targeted offers at initial check-in and can receive others during
the trip based on purchase history, recently scanned
products or their location within the store.

Smartphone app: Main chain apps let loyalty cardholders
view year-to-date savings and points earnings, review
past purchases, and download exclusive offers.

MOBILE

Pinterest: Seasonally
themed boards have a
growing following.

Twitter: Nearly identical to Facebook posts.

Facebook: Updates
include new product
announcements and
brand-specific promotions.

SOCIAL MEDIA

Weekly newsletters deliver seasonal recipes and product
offers to loyalty cardholders, the latter including downloadable coupons for cardholders.

EMAIL

Chain websites
and mobile apps
provide loyalty
cardholders with
downloadable
coupons that are
customized based
on purchase histories. Websites also offer about $300 in
weekly printable coupons via Quotient.

DIGITAL COUPONS

Co-op advertising: Occasional program presents coupon
or other deal.

OTHER INTERNET

Amplified Circular: Pop-up detail boxes let viewers add
items to a shopping list or share their availability at the
retailer via social media; shoppers can search for deals by
brand.

Themed content: Recipes and meal ideas offered on
chain websites sometimes spotlight national brands.

Display advertising: Brand-agnostic ads on
chain websites
are usually devoted to chainwide
promotions, private-label items,
campaigns or ongoing programs.

(including giantfood.com, giantfoodstores.com, peapod.com)

STOPANDSHOP.COM

Location-based offers: App maker inMarket (Checkpoints, List Bliss) installed Apple iBeacons in select stores
to send contextual notifications to its user base.

IN-STORE

Smartphone apps: Each chain has a mobile-optimized
website and app. MyMixx and Just For U members can
view and select their personalized deals through a separate application. Users can also scan packaging barcodes
to build lists. Separate delivery apps for Safeway, Vons
and Albertsons lets users order products with barcode
scans. Albertsons also offers a pharmacy mobile app that
lets customers refill prescriptions.

MOBILE

YouTube: Lightly-viewed but highly active YouTube channel with videos offering recipes and occasionally themed
content.

Pinterest: Boards present recipes and are generally brand-agnostic.

Instagram: Largely
spotlights private-label
products and brand-agnostic recipes and
cooking tips; occasionally includes sponsored
content.

Twitter: Mirrors Facebook updates.

Facebook: Updates include manufacturer/brand promotions along with recipes,
sweepstakes and contests.

SOCIAL MEDIA

Regularly dedicated to highlighting a
single brand.

EMAIL

Some 300 weekly printable coupons offered on chain
websites; MyMixx digital offers via Quotient for some
chains; Just For U digital coupons for others.

DIGITAL COUPONS

Co-op advertising: Waning activity sometimes
spotlights the brand
above an "available at"
tag.

Blogger outreach:
Sponsored posts on the
MyMixx blog tout sweepstakes, promotions and
recipes.

OTHER INTERNET

Proprietary platforms: "Just For U"
and MyMixx coupon programs deliver
personalized offers weekly to millions
of members online and through chain
mobile apps.

Circular: Pop-up detail boxes let viewers add items to a shopping list and
find related offers.

Themed content: Specific national
brands are sometimes highlighted in
recipes.

Display advertising: Regularly rotating display ads
throughout chain websites promote national brands and
link to showcases or recipes. Specific brands are sometimes featured in home page carousel. Products from
brand showcases can be added to a printable shopping
list.

ALBERTSONS.COM

Smartphone apps: Chain apps let users add items from
weekly circular to shopping list, track fuel points from
the loyalty program, find stores, refill prescriptions and
download coupons. The iPhone version also serves as a
loyalty card.

MOBILE

YouTube: Videos offer how-to guides to help consumers
navigate its website and mobile app. The channel also
hosts cooking demonstrations, video from sponsored
events, and testimonials from employees and suppliers.

Instagram: Shares pictures users take in stores and posts
about private-label brands to complement seasonally
focused updates promoting recipes, new products and
events.

Pinterest: Boards are devoted to a mix of evergreen and
seasonal recipes sourced from the retailer's website and
bloggers.

Twitter: Aside from hosting periodic Twitter chats or
enlisting bloggers for feed takeovers, the activity largely
mirrors what's on Facebook.

Facebook: Chain-level pages promote events, store openings, sponsored blog posts and the retailer's campaigns,
and link to digital coupons. Also uses the platform to run
short-term sweeps where consumers enter by responding
to specific updates. Hosts live conversations about cooking where commenters can ask questions. Also posts TV
spots. Activity is largely uniform across chains.

SOCIAL MEDIA

This Month's Main Dish: A monthly e-newsletter launched
in May that offers mealtime inspiration in the form of
brand-agnostic recipes and tips hosted on the retailer's
"Inspired Gathering" microsite.

Friday Deals: Friday blasts deliver the "Free Friday Download" product offer and two or three other offers that are
typically retailer-driven but can involve brands.

Savings & Sales: Thursday emails link to the digital circular and coupons, calling out deals on some brands.

EMAIL

Present roughly $500 worth of coupons for national-brand and private-label products weekly, that are
downloadable directly to loyalty cards. Coupons are
accessed via mobile apps and chain websites, where
they earn prominent placement on homepages. Often
the primary incentive or major component of seasonal
programs.

DIGITAL COUPONS

Blogger outreach: Enlists food blogs such as FoodieCrush and Fit Men Cook to post recipes spotlighting
private-label SKUs.

Display advertising: Vast majority of ads run on websites
of local newspapers, though they have been known to
appear on YouTube and other consumer websites.

Promotional websites: You Technology operates shortterm websites for various seasonal occasions that can
house recipes, craft ideas, tips, sweeps or instant-win
games. They provide plenty of space for brands participating in the retailer's programs.

Dedicated websites: The retailer operates dedicated
websites for its annual cause campaigns. Brands can earn
special pages by running collaborative fundraisers.

OTHER INTERNET

Amplified circular: Clicks link to basic product boxes;
items can be added to a shopping list, which can be printed or accessed from chain mobile apps.

Themed content: Some seasonal programs get promotional microsites within chain homepages, which regularly
enlist brands for sweepstakes or instant-win games,
digital coupons and recipes.

KROGER.COM

QR codes: Uses codes to provide more info for collaborative programs, linking to co-op websites.

Checkout ads: Customer-facing checkout screens present
promotional messages.

IN-STORE

Participates in the Ibotta shopper incentive app.

3RD-PARTY APPS

Smartphone app: Users can browse the weekly circular
by category or department, create a shopping list by
searching for SKUs or adding them from the circular, view
Aprons recipes and cooking videos, refill prescriptions
and find stores.

MOBILE

YouTube: Cooking videos dominate activity though the
retailer also uses the platform for employee testimonials
and to promote prepared foods or reinforce its value
proposition.

Instagram: Offers seasonal recipes and spotlights private-labels and prepared foods.

Pinterest: Mostly focused on seasonal recipes, but there
are boards used for contests, historic photos and pet tips.

Twitter: Activity is almost identical to Facebook, though
video is more common.

Facebook: Posts focus on in-store events, retailer-driven
campaigns and private-label products.

SOCIAL MEDIA

Email blasts promote major campaigns but the retailer
also uses a huge variety of targeted, recurring emails.
"Weekly Updates" email links to the digital circular and
promotes a variety of products and services. A separate
weekly email links to digital coupons from major brands.
Monthly "Health & Wellness" email links to Aprons recipes
and health articles on publix.com. "Wine Program" emails
promote new releases and link to relevant articles and
pairing-friendly recipes on the retailer's website. A monthly email to members of the Paws loyalty program links to
pet tips and printable coupons via Quotient. Long-term
collaborative efforts also can involve emails.

EMAIL

Members of the Paws loyalty program have access to
exclusive printable coupons for pet products via Quotient.

My Publix registrants can select offers for redemption at
checkout (using phone number as ID); website's "Coupon
Savings Helper" syncs weekly deals with coupons from
SmartSource, Redplum and brandSaver to show shoppers
what their combined savings will be.

DIGITAL COUPONS

Digital advertising: Fairly heavy activity overall includes
display and video ads that primarily spotlight private-label
products and fresh and prepared foods.

External websites: Top CPGs, individually and collectively,
routinely operate short-term and permanent websites to
host account-specific promos.

OTHER INTERNET

Category prominence: Shoppers can browse products
available at their chosen store and add them to a shopping list that can be emailed, printed or accessed from the
retailer's mobile application.

Themed content: Apron's Simple Meals recipes don't
suggest brands.

PUBLIX.COM

Published by:

QR codes: Occasionally used on in-store displays for
account-specific promotions.

Kiosks: The CVS ExtraCare Coupon Center dispenses
personalized and general deals to shoppers who swipe
their cards.

IN-STORE

Smartphone app: The retailer made several upgrades
to its mobile app in early 2015 with the goal of making
it easier for consumers to digitally redeem personalized
coupons and rewards on their ExtraCare Rewards cards,
refill prescriptions and check for potential drug interactions. Coupons can be sent and stored on the CVS mobile
app as well.

MOBILE

Other: CVS' presence on Vine has waned significantly.

Instagram: CVS updates its Instagram account regularly,
with posts often mirroring its Twitter activity ,and also
promotes a significant amount of national- and private-label brands.

YouTube: Periodic videos
promote private-label
brands and cosmetic tips.

Twitter: Private labels
and national brand
promotions are showcased on Twitter more
often than Facebook. The
retailer posts on Twitter
multiple times each day.

Facebook: Brand opportunities on the retailer's Facebook page come in the form of updates that promote
weekly ExtraCare Coupon Center offers, vendor-specific
ExtraBucks rewards, Facebook sweeps that are overlays
to national programs, and multi-brand promotions.

SOCIAL MEDIA

ExtraCare loyalty
program members
receive multiple emails
each week spotlighting
single-brand, general
offers and e-commerce incentives, with
display ads linking to
each brand showcase
and deal. In spring 2016, CVS eliminated paper receipts
for ExtraCare members, allowing them to be emailed to
customers.

EMAIL

CVS.com offers printable coupons via Quotient; MyWeeklyAd users can send offers directly to their ExtraCare loyalty cards; emails link to printable/load-to-card coupons
on the retailer's website.

DIGITAL COUPONS

Circular: CVS/pharmacy's MyWeeklyAd modifies the
retailer's regular weekly deals based on ExtraCare loyalty
cardholders' purchase history.

Category prominence: Key national-brand products are
depicted as category headers.

Themed content: In line with the corporate focus on CVS
Health's position as a healthcare company with retail
capabilities, both brand-agnostic and brand-sponsored
health care content is prevalent.

Brand showcases: Plentiful because they are commonly
part of the ad buy. Content often includes video and
coupons via Quotient.

Display advertising: Most space above the fold is
dedicated to promoting the drugstore retailer's longtime
ExtraCare loyalty program and its recent takeover of Target pharmacies. Brands are regularly featured on ads that
contain "shop now" and "free shipping" buttons.

CVS.COM

p2pi.org

Near field communication: With Pantene, used displays
containing a NFC chip that directly linked Android users
to mobile-optimized page.

Beacons: Duane Reade is testing iBeacon technology that
delivers lock-screen offers nearby and inside stores.

PIN pads at checkout: Ads on credit card readers facilitate cause campaign donations and occasionally promote
brands.

Kiosks: Self-serve photo kiosks let users print directly
from Facebook and Instagram.

IN-STORE

Other: The retailer supports the Apple Pay and Android
pay platforms and has integrated them with its Balance
Rewards program. Aisle411 has individual store maps.

Smartphone app: Highly regarded app offers same
coupons available online and the occasional overlay to an
account-specific promo.

Text alert: Opt-in service promotes storewide and
brand-specific deals.

MOBILE

Other: Also active on Google+, Tumblr and Snapchat

Instagram: App users can directly print Instagram photos
in stores.

Pinterest: Topic-specific boards (e.g., "Fall Beauty" and
"Hair Care") showcase national-brand products.

YouTube: Many of the frequent posts are beauty-related.

Twitter: Actively sells brand-specific updates.

Facebook: Steady update stream includes paid,
brand-specific posts.

SOCIAL MEDIA

Brand-specific ads and offers are included in a weekly
email linking to retailer's circular and another sent to Balance Rewards cardholders. Other opt-in emails promote
online deals, photo news/offers, and Healthcare Clinic
news/offers. There are separate newsletters for health &
wellness and diabetes.

EMAIL

Walgreens.com typically has 300-plus manufacturer
paperless coupons weekly (via Quotient); offers are also
available through the mobile app and accessible through
digital versions of the circular and monthly coupon booklet.

DIGITAL COUPONS

Paid search: New product and other brand-level ads are
common.

External websites: DuaneReade.com now defaults to a
Walgreens.com landing page.

Blogs: Occasionally taps into the Collective Bias community of bloggers.

Co-op advertising: Retailer deploys ads on content-targeted and general consumer websites.

OTHER INTERNET

Category prominence: Top-of-page ads appear on all
category pages; landing pages present "Highlights,"
"Top Brands" and "Featured Categories" as well as
category-specific sections.

Themed content: Features on home page and elsewhere
typically link to microsites and/or provide "Shop Now"
links. Health, beauty and seasonal activity (e.g., back to
school) are common topics.

Brand showcases: Retailer often hosts brands' account-specific promos on microsites or even distinct websites; brand
pages are available for short- and long-term activity.

Display advertising: Brands have opportunities to stand
out near bottom of home page; retailer uses brands to
illustrate its own programs and promotions on top portion
of home page.

WALGREENS.COM

DIGITAL COLLABORATION PLAYBOOK
7-ELEVEN.COM
Display advertising:
Home page carousel ads
typically tout 7-Eleven's
private labels, but national brands can get the
spotlight if they provide
exclusive products or
promotions.
Brand showcases: Periodic brand pages spotlight an exclusive SKU or Slurpee flavor, typically sharing videos and
posts about the product from social media platforms.

OTHER INTERNET
External websites: The page for the retailer's 7Rewards
digital loyalty program (www.7-eleven.com/7rewards)
occasionally spotlights ongoing promotions with national
brands if the chain's proprietary beverages are involved.
Promotional websites: Slurpee.com highlights promotions and sweepstakes that center around the retailer's
proprietary Slurpee beverage. National beverage manufacturers are spotlighted if they provide a Slurpee flavor.

DIGITAL COUPONS
Mobile offers in the "Scan & Save" section of the retailer's
app are available to 7Rewards members. The retailer's
proprietary products usually dominate the selection of
offers but national brands are often represented. Adult
members that verify their age on the app gain access to
offers on age-restricted products such as alcohol and
tobacco.

EMAIL
Periodically deploys emails to 7Rewards members spotlighting upcoming or ongoing promotions.

SOCIAL MEDIA
Facebook: Main account spotlights national brands
periodically if an exclusive SKU or promotion is involved.
Beyond this, posts are devoted to proprietary products.
Twitter: Tweets mirror
Facebook updates touting
exclusive products, special
promotions, sweepstakes
and new menu items.
Instagram: Posts are often
repeated on Twitter and
Facebook.
YouTube: The few videos that are posted typically relate
to the c-store's national campaigns and the associated TV
spots, some of which highlight national brands.
Snapchat: Location-based image filters are periodically
available.

MOBILE
Smartphone app: Consumers are
required to sign up for a 7Rewards
account to access the app, which
lets users earn a "punch" after any
7-Eleven beverage purchase (the
sixth purchase triggers a digital
coupon for a free beverage SKU).
App users can also browse current
promotions and offers, locate a
store by proximity or Slurpee flavor,
and redeem digital coupons.

IN-STORE
Tablets: An iPad device located at checkout allows Belly
loyalty cardholders to scan their cards to earn rewards
redeemable for prizes. Tablets are also occasionally used
to spotlight exclusive products and promotions.

* Royal Ahold and Delhaize
Group merged in July to
form Ahold Delhaize. The
merger did not affect
digital activity at Ahold as of press time but emerging
developments will be tracked on p2pi.org.


http://www.7-ELEVEN.COM http://www.Slurpee.com http://www.7-eleven.com/7rewards http://www.STOPANDSHOP.COM http://www.giantfood.com http://www.giantfoodstores.com http://www.p2pi.org http://www.peapod.com http://www.ALBERTSONS.COM http://www.KROGER.COM http://www.PUBLIX.COM http://www.publix.com http://www.CVS.com http://www.CVS.COM http://www.Walgreens.com http://www.Walgreens.com http://www.WALGREENS.COM http://www.DuaneReade.com http://www.p2pi.org

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
Shopper Marketing - September 2016 - 9
Shopper Marketing - September 2016 - 10
Shopper Marketing - September 2016 - 11
Shopper Marketing - September 2016 - 12
Shopper Marketing - September 2016 - 13
Shopper Marketing - September 2016 - 14
Shopper Marketing - September 2016 - 15
Shopper Marketing - September 2016 - 16
Shopper Marketing - September 2016 - 17
Shopper Marketing - September 2016 - 18
Shopper Marketing - September 2016 - 19
Shopper Marketing - September 2016 - 20
Shopper Marketing - September 2016 - 21
Shopper Marketing - September 2016 - 22
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Shopper Marketing - September 2016 - 24
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Shopper Marketing - September 2016 - 26
Shopper Marketing - September 2016 - 27
Shopper Marketing - September 2016 - 28
Shopper Marketing - September 2016 - 29
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Shopper Marketing - September 2016 - 31
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http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com