Prestige Targets Rite Aid's Loyal Seniors

Tarrytown, N.Y. — Prestige Brands recently brought several of its brands together in a marketing program at Rite Aid targeted to seniors. The program emerged from initial research of Prestige’s various categories and brands. “The first thing we did was look at categories and brands that over-indexed over any demographic, psychographic, shopper group, attitudinal, media usage,” says Pat FitzSimons, director of category development and shopper insights, Prestige Brands. “We used all of those different resources to triangulate what would be the best demographic group to align with our brands.”From that research, senior shoppers emerged as an area of opportunity because several of Prestige’s more than 70 brands over-index with them. Prestige then used customer-specific data to identify Rite Aid as one of the retail partners that would be a good fit. “From there, we utilized those insights and research on the senior shopper to develop a program that really spoke to those shoppers along the path to purchase,” says Andrea Bouwman, shopper marketing director, Prestige Brands.A key component of the program was a Rite Aid-specific FSI in select key high-indexing senior markets. The coupon highlighted several brands popular with seniors: Beano (gas and bloating relief), Efferdent (denture cleanser), Gly-Oxide (antiseptic oral cleanser), Ecotrin (safety-coated aspirin) and Debrox (ear wax drops).The FSI promoted an offer for 700 Plenti points (valued at $7) with purchase of $15 in eligible products from Feb. 28 through March 5. (Rite Aid is one of multiple partners in the Plenti coalition loyalty program run by American Express.) The FSI also reminded shoppers about the retailer’s wellness65+ program that gives members “20% off almost everything in the store” on the first Wednesday of the month. The FSI went out on Feb. 28 and promoted Wednesday, March 2, as a day to save. “So it was really reaching that most important shopper at Rite Aid who tends to spend significantly more than a non-loyalty member,” says Prestige Brands’ Jacob Grehn, director of sales for Rite Aid.The offer was also highlighted through an ad block purchase in Rite Aid’s in-store circular. In stores, shelf tags highlighted the offer. Prestige considered additional in-store displays but opted against them because of the challenges associated with grouping products from different categories together. “The targeting against this segment of the population is a little different than if we’re going after Millennials, where mobile and digital coupons and banner advertising become a lot more important,” says Grehn. “For this, it’s more the coupon-clipper FSI guest who’s also very involved with their Rite Aid circular and in-store offers.”According to Bouwman, the effort’s timeline ran almost a year from conception through execution. It started in April 2015 with insight collection and development, which lasted about three months. The platform and Rite Aid-specific program were then developed and sold into Rite Aid in September 2015. The creative was subsequently developed and approved before the program’s execution at the end of February 2016.The campaign represents Prestige’s largest effort to date in terms of the number of its brands included in a cross-brand, in-store promotion. Metrics will include sales lift across the participating brands as well as longer-term factors such as repeat loyalty and examinations of cross-category purchase behavior over time.While it’s too early to gauge the program’s success, Prestige expects to apply the learnings to future programs. “Overall, our goal is to be efficient and drive the basket for the retailer,” says FitzSimons. “Because ultimately, that’s what they want. And when they grow, we grow.”Prestige worked with News America Marketing (New York City) on the FSI.

Prestige Targets Rite Aid's Loyal Seniors

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