2017 Retail Promo Guide - 7
HALLOWEEN: Basic feature/display support for seasonal merchandise along with ExtraBucks offers on candy
and other treats; Mars Inc.'s M&M's and Hershey typically
play lead roles and provide exclusives.
FATHER'S DAY: Fragrances, grooming products and even
some consumer electronics get the spotlight to position
the chain as a destination for convenient and/or last-minute shopping.
LONG LIVE SKIN: A comprehensive campaign spotlights sun
protection products from key CPGs, focusing on skin cancer
prevention. In 2017, partnered with J&J for a weeklong donation program benefitting the American Cancer Society.
BACK TO SCHOOL
COLD & FLU: Season-long campaign pushes immunization and presents ExtraBucks offers on cold remedies,
with strong P-O-P support.
ALLERGY RELIEF: Offers deals on SKUs from key CPGs
each year, sometimes under an overarching theme. Instore signage, circular features, and digital activity support
EASTER: Presents ExtraBucks deals on confectionery
and other basket fillers, which get secondary placement
in the seasonal aisle and strong circular support. Brands
provide the retailer with exclusive SKUs.
ARTHRITIS AWARENESS MONTH: Activates its partnership
with the Arthritis
Foundation to promote relevant products. In 2017, a cause
element was added
to the program.
and other offers on
typical gift items and
in circular features and social media updates.
MEMORIAL DAY/SUMMER: A loose summer theme
provides the backdrop for seasonal merchandising and
ongoing promotions with specific vendors.
BACK TO SCHOOL: Spotlights ExtraBucks and BOGO
offers on school supplies and personal care products, with
the addition of some atypical merchandise like furniture.
HOLIDAY: "Christmas Destination" focuses on general
merchandise (including electronics and other non-endemic categories) bolstered by various purchase incentives on
packaged goods. Black Friday earns its own circular.
HEART HEALTH MONTH: Hosts free screenings in
select stores and social media chats; distributes a booklet
of health information and product offers from relevant
brands. In recent years, the retailer has partnered with the
American Heart Association to collect in-store donations.
VALENTINE'S DAY: In-store sign package and basic
price promotions on standard gifts and related items,
which receive secondary merchandising space.
NEW YEAR: Combines ExtraBucks rewards on weightloss, smoking-cessation and other wellness products with
SUPER BOWL: Headlined by a purchase incentive incorporating dozens of vendors including official NFL sponsors; often incorporates custom P-O-P materials.
COLD & FLU