Rite Aid Makes the Most of the Last '12 Days'

Rite Aid is capping off a decidedly digital holiday marketing effort with a "12 Deals of Christmas" promotion on Facebook.Launched Dec. 10, the promotion is offering one in-store coupon for a select product each day through Dec. 21 via the retailer's Facebook page. Marketing creative includes depictions of "The Rites," a fictional family employed in previous campaigns. (See "Rite Aid Offers …" in Related Articles) Featured brands have included Conair Corp.'s Scunci and Conair, Koninklijke Philips' Philips, and private labels. A home page carousel ad on riteaid.com supports.The retailer's Facebook fans also were encouraged to create gift wish lists containing products from a predetermined group of brands including Elizabeth Arden's Britney Spears Fantasy, SanDisk Corp.'s Clip Disk, Philips' Sonicare, Hamilton Beach Brand's flagship, HoMedics LLC's flagship, Emson Inc.'s Big Boss, Lionel LLC (toy trains) and a new Rite Aid-exclusive, Forever Fit by Denise Austin. Participants who shared their lists earned a special promo code delivering 20% of the featured brands on the retailer's e-commerce website (riteaidonlinestore.com).In earlier digital activity, Rite Aid emailed a "Black Friday Survival Guide" to Wellness+ loyalty cardholders on Nov. 19. The guide contained six tips to help consumers prepare for the annual shopping event, each with corresponding brands that provided a solution:"Keep hydrated" with PepsiCo's Gatorade and Coca-Cola Co.'s Vitaminwater and Smartwater."Stay energized" with Red Bull USA's Red Bull, Mondelez International's Nabisco Wheat Thins and Sun-Maid Growers of California's Sun-Maid."Shop 'til you drop" with Merck & Co.'s Dr. Scholl's, Novartis Consumer Health's Excedrin and HoMedics Inc.'s flagship-brand neck pillows."Focus on the deals" with Allergan Inc.'s Refresh and Pharmavite's Nature Made."Stand out from the crowd" with Coty Inc.'s Sally Hansen, Colgate-Palmolive's Irish Spring and Revlon Inc.'s flagship brand."Seal the deals" with Microsoft Corp.'s Halo video games, Atgames Digital Media's Atari, and Hasbro Inc. games Candy Land, Chutes and Ladders, Rubik's Cube and Yahtzee.The email also linked to riteaid.com for a digital preview of the retailer's Thankgiving Day circular, which promoted a three-day Black Friday in-store and online event presenting deals on seasonal merchandise and +UP Rewards offers for Wellness+ loyalty cardholders.On Cyber Monday, Rite Aid doubled the online incentive it offered in 2011 (see "Rite Aid Offers …") by dangling 40% off purchases of $50 or more. A feature in the Thanksgiving Day tab communicated the offer while spotlighting Excedrin, Procter & Gamble's Duracell, Similasan Corp.'s Similasan and Colgate's Palmolive. Facebook updates supported.Seasonal circular activity began with a pair of features on Nov. 4 and expanded to encompass multiple pages in subsequent weeks. The features used general themes and messages to showcase holiday decorations and accessories from 3M's Command and P&G's Duracell, confectionery from Mars Inc., Lindt & Sprungli, Ferrero USA, Nestlé and Hershey Co., and gift ideas from Hasbro and Atgames.Outside standard holiday categories, a feature in the Nov. 18 circular encouraged consumers to "Give the Gift of Beauty" with products from Galderma Laboratories' Cetaphil, Farouk Systems' Biosilk, Tigi International's Tigi, L'Oreal USA's Garnier Fructis and Johnson & Johnson's Rogaine. The theme also was presented via digital ads on consumer websites such as whitepages.com, sportsillustrated.com and 123greetings.com.In stores, endcap headers, side panels, stanchion signs, power wings and ceiling signs carried seasonal graphics of winter scenes. Some ceiling signs showcased Mars Inc.'s M&M's spokescharacters. Seasonal aisles stocked wrapping paper and assorted gift ideas, with upfront displays merchandising store-brand lights and generic decorations.

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