The way consumers look for information is rapidly changing and increasingly digital.
For CPG and retail marketers, this means that the traditional print circular isn’t going to hold the weight it once did. As traditional methods decline, shopper marketing is at a turning point, moving from the physical print product to fully integrated digital tactics.
In a webinar with the Path to Purchase Institute, West Naze, vice president of CPG and shopper marketing at Eyeview, explored how today’s CPG and retail marketers can evolve in today’s digital landscape to reach the right consumers with the right deals and promotions. With marketers at Bayer Healthcare and Totes/Isotoner as well as measurement insights from Nielsen Catalina Solutions, the discussion covered how to bring the traditional print circular to an online format for both retail and CPG marketers. You can watch the full presentation for all the examples, but here’s a sneak peek of what’s in store.
What you’ll find:
P&G Case Study: Driving More Relevant Messages
In the webinar, Kevin Crociata (now vice president of brands and marketing for Totes/Isotoner) spoke about his work with digital video for Pantene when he was with P&G as the marketing director for hair care in North America.
Crociata described feeling like Pantene had become just another vendor at Walgreens as opposed to a full-on brand partner. The brand needed to become more collaborative with the retailer, so he set to build a campaign that drove Pantene sales at Walgreens.
Pantene learned that a major trigger for women to look for hair-care products was inclement weather, like rain, snow, humidity, etc. Crociata’s team built a campaign around weather-based messaging that highlighted specific products based on that day’s weather forecast. The campaign was first launched through display ads and then converted to personalized video ads, which incorporate weather, product and location data to direct viewers to their nearest Walgreens.
Walgreens Case Study: Bringing the Circular Online with Existing Assets
With print circulation and readership steadily declining, how can retailers leverage online channels to drive the same amount of reach, with greater in-store impact? That was the challenge that Walgreens faced.
The retailer looked to reach the right customers based on their past purchase behavior and target them with personalized Walgreens video ads specific to their interests and geography. NCS found that this purchase-based consumer targeting enhanced Walgreens’ digital ROAS by 19 percent.
- The existing brand asset (typically a national TV ad spot)
- Featured local offers
- Promotional messages most relevant to the consumer (custom for each ad delivery)
- This stage pulled in relevant offers from a wide variety of CPG brands stocked at Walgreens
- Local map scene showing the Walgreens location nearest to that viewer
Not only was this incredibly successful for Walgreens, but it allowed them to leverage existing assets for a new, higher-impact purpose.
The concept of print circulars is not dead, it is just changing as consumer behavior shifts to digital channels. With compelling creative and messaging that incites action, weekly promotions for CPG and retail marketers can reach more consumers in more relevant ways.