CVS Unveils Personalized Circulars

CVS/pharmacy is giving that venerable but perhaps a bit tired marketing channel -- the weekly circular -- a digital makeover. It includes personalized promotions focused on products of interest to consumers.
 
The new circular product, called myWeekly Ad, uses data from CVS/pharmacy’s ExtraCare rewards program to determine which products consumers buy most frequently. Then it highlights which are on sale, as well as deals in related categories that may be of interest based on purchase history.

Shoppers can also scan the savings and rewards currently available to them and either print them or digitally send special offers to their card before visiting the store. The site also offers a digital shopping list function that allows shoppers to share lists and send them to their mobile devices. Plus, it offers a shopping history showing all the products they’ve purchased over the last 18 months.

The ExtraCare program currently has over 70 million active cardholder households. Cardholders sign up for the circular program online at CVS.com to begin receiving the personalized weekly deals. The digital circulars can also be accessed via tablet and mobile phone.

The retail chain is promoting the myWeekly Ad product with a multi-channel campaign featuring celebrities Joan Rivers, Nick Cannon, and George Hamilton, with the tag line “What’s Your Deal?”

The CVS offering is the latest in a series of new digital products from coupon and circular publishers. Earlier this week, Valpak introduced an augmented reality feature that enables consumers to see which nearby businesses have coupons on offer by simply holding up their smartphone to the horizon.

In September, Gannett’s Shoplocal, which publishes print and digital circulars, partnered with Eyeview to create digital circular ads with video, called V-circular, which allow retailers and national brands to target consumers at the local level based on demographic, behavioral and geographic data, as well as real-time local conditions like weather.

This past spring, Valassis unveiled new ad-targeting capabilities with a service called Geo-Commerce Retail Zone, which overlays the trading areas of local stores with transactional and behavioral data and data from larger retail trade areas to pinpoint areas where relevant advertising can be delivered cross-platform

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1 comment about " CVS Unveils Personalized Circulars".
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  1. Al DiGuido from Optimus Publishing, October 18, 2013 at 9:06 a.m.

    It's about time retailers figured out something that we have been talking about for years..leveraging customer profile data to provide more relevant and engaging digital products. Very smart strategy here by CVS. No reason why every other retailer in the business doesn't follow suit in the same manner..More relevant communication means more engaging relationships with customers. You know what that results in..? Greater profits.

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