CVS recently unveiled a new web based initiative that augments the special offers they have traditionally supported in newspaper circulars. With its MyWeekly custom deal service consumers are able to preselect those items or types of items that they are most interested in. This personalization minimizes the need to wade through special offers that don’t apply and allows CVS to establish a more active and regular interface with its customers. Tailored advertisements are a smart way to deepen relationships with consumers and establish a more meaningful process of extending offers and tracking results.
The challenge is that this initiative requires CVS to become a fairly regular destination for consumers. In order for the system to work well it requires the user to interface with its technology on an ongoing basis to continually update buying habits. Email and text alerts have the capacity to become white noise if new discount alerts arrive in your in inbox too often. Today, the key to creating effective media platforms is flexibility and sensitivity to consumer barriers. With regard to FSI’s those who are beginning to have enhanced success are the marketers who have decided to experiment with the personalizing the platform. Instead of arranging all sale items by department, some are creating FSI’s that tell a story, that create ”life imagery” for their target audience. This past spring at the mediaXchange conference in Orlando, Steven Wolfe Pereira, EVP at Mediavest and lead on the Wal-Mart account discussed how through storytelling, inserts can have greater impact. When inserts are structured around a theme- say a summer beach party – young moms have the ability to visualize how they can do something fun with and for their family and associate it a price point that’s approachable. Products featured within the insert may include staples , but they can also include items that the consumer hadn’t thought about buying, all assembled in a story-telling context that is appealing and in line with their wants and needs.
At NNN we are taking the concept even further and partnering with established content providers to add important perspective as to why the featured products are the ones they should buy. This strategy is especially valuable in the technology space where consumers are overwhelmed by all of the options available and are looking for a trusted and informed point of view. In this example, by incorporating an authoritative voice into the messaging, FSI’s becomes more experiential and stronger sales tools. Sales strengthen as does the relationship a consumer has with the advertiser. Value becomes expressed in more ways than just price. Newspaper platforms continue to work best for retail because they operate as companions to the consumer, traveling with them throughout their day. The medium provides multiple access points for advertisers to reignite a conversation and inspire people beyond traditional advertising campaigns; personalization in the messaging enhances the path to purchase even more.
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