“It is equally important to allow members to choose their preference versus one-size-fits-all,” he said.According to one of the ad buyers, CVS is leaning on its first-party data through its loyalty program in its pitch, touting “robust” reporting capabilities and a “closed-loop” measurement system that would allow brands to attribute sales to ads placed with the retailer. “According to the 2013 Maritz Loyalty Report, over 73 percent of loyalty program members are interested in interacting with their loyalty program via their mobile device, so it is critical that brands continue to enhance their programs to utilize all available channels of communication,” Mr. Other sections include myPurchase History and Deal Details. The shopping list is shareable and can be printed, emailed or viewed on a mobile phone. Users can find which aisle at their local store they will be able to find each of the products on their list. Users can also build their own digital shopping list featuring the deals they would like to take advantage of each week in the myShopping Lists section. Shoppers can see the following week’s deals three days before the traditional circular is distributed. Once signed up, users can access various sections such as Your Deals, Recommended Deals and ExtraCare Savings. The tongue-in-cheek campaign asks the question “What’s Your Deal?” of a variety of shoppers inside a store. Personalized ExtraCare savings and rewards can also be found.ĬVS/pharmacy is showcasing the new myWeekly Ad with a marketing, advertising and social media campaign that features celebrities Joan Rivers, Nick Cannon and George Hamilton. However, those products purchased most frequently by a particular user will be pushed to the front, eliminating the need to browse each page of the circular to find the deals that interest them. Users who visit cvs.com/myweeklyad from a desktop or mobile device will see all the same deals featured in the traditional weekly print circular. To take advantage of myWeekly Ad, shoppers can sign up at cvs.com/myweeklyad using their existing ExtraCare loyalty account number and CVS.com account information.
The CVS/pharmacy ExtraCare savings and rewards program has more than 70 million active cardholder households. And, by making the service available on mobile and tablets, this brings added convenience by making it easy for on-the-go shoppers to look for sales. However, simply replicating a circular in a digital format does not bring any added value to customers.ĬVS/pharmacy is addressing this by leveraging its ExtraCare loyalty program data to deliver a more personalized experience for users. He commented based on his expertise on the subject.ĬVS/pharmacy did not meet press deadline.Īdded value Weekly print circulars highlighting weekly sales are an important marketing tool for many retailers.Īs shoppers have increasingly moved their research online, many retailers have digitized their circulars to meet customers’ needs. Bauer is not affiliated with CVS/pharmacy.
“In today’s loyalty, that now includes via the right channel,” he said. “The traditional approach and foundation for loyalty solutions was based upon engaging with the right customer at the right time with the right offer,” said Chris Bauer, senior director of loyalty consulting at Maritz Loyalty Marketing, Toronto, Ontario, Canada.
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To support the launch, CVS has launched a marketing campaign showcasing myWeekly Ad that includes TV ads and social media. The new myWeekly Ad highlights upfront the products on sale in a given week that a user most frequently purchases. CVS/pharmacy is revamping its weekly sales circular for desktop and mobile users to make it easy to find the deals that interest them so they can save time and money.