A BRANDED EXPERIENCEPROMOTIONS & PLATFORMSPRICING & PRODUCTS MULTI-CHANNEL MULTI-TOUCHPOINT Multi Channel Retailing MULTI CHANNEL Amazon launched a healthy.

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Presentation transcript:

A BRANDED EXPERIENCEPROMOTIONS & PLATFORMSPRICING & PRODUCTS MULTI-CHANNEL MULTI-TOUCHPOINT Multi Channel Retailing MULTI CHANNEL Amazon launched a healthy living site for Boomers and Seniors. The 50+ Active and Healthy Living Store targets shoppers aged 50 or older, offering thousands of items for their active and healthy living needs—all in one destination. Many products are offered with free Super Save shipping, Amazon Prime two-day shipping, and Subscribe & Save (S&S) discounts. Available items span nutrition and wellness, exercise and fitness, health care, medical supply, incontinence, personal care, beauty, travel and leisure, and entertainment categories. OVERVIEW Amazon launched a new “store” targeting boomers & seniors Amazon’s Active & Healthy Living Store appeals to a key life stage that was until now lacking a focused effort from the online manufacturers. Amazon Prime membership has grown for Boomers (13%) and Seniors (7%) too. More Seniors (4%) find Amazon Subscribe & Save a practical way to purchase online. Key Takeaway Source: Kantar

A BRANDED EXPERIENCEPROMOTIONS & PLATFORMSPRICING & PRODUCTS MULTI-CHANNEL MULTI-TOUCHPOINT Own Brands PRICING & PRODUCTS Target launched a new home brand; Threshold. Beautiful positioning. Many different categories. Heavily advertised and promoted both in and out of store.. OVERVIEW Target launches new home brand: Threshold. Retailers are continuing to develop proprietary approaches to building new equities for their Own brand merchandise to help them differentiate from other retailers, particularly Amazon.. Key Takeaway

A BRANDED EXPERIENCEPROMOTIONS & PLATFORMSPRICING & PRODUCTS MULTI-CHANNEL MULTI-TOUCHPOINT Value-Added Incentives. PROMOTIONS & PLATFORMS In April 2013, Diet Coke offers a complimentary 1-year subscription to either Allure, Glamour, Lucky, or SELF fashion magazines when purchasing three cases of Diet Coke products. OVERVIEW In Aisle Diet Coke: “Free Year Subscription of your Favorite Magazine” Promotion at Target By offering a complimentary 1 year magazine subscription, Diet Coke increases bundle purchases from a Target shopper, and rewards the shopper for an entire year. Key Takeaway

A BRANDED EXPERIENCEPROMOTIONS & PLATFORMSPRICING & PRODUCTS MULTI-CHANNEL MULTI-TOUCHPOINT Social Opportunity CVS Promotes Free Smartphone Offer OVERVIEW CVS offering 1 Million free smartphones to eligible customers, providing access to its mobile app.. This online-only promotion is open to any consumer eligible to upgrade their phone through their current service provider, or who signs up for a new line of service with a new provider. Consumers can choose from a selection of Android smartphones Source Kantar cvs.com/greatsmartphone : KEY TAKEAWAY An interesting marketing and PR investment where the lifetime ROI on the ‘new users’ is likely more compelling than the cost of a weekly newspaper circular and provides accessibility to even more customers who have yet to experience the apps capabilities © 2013 MARS Advertising, Inc. All rights reserved.