CVS Linking Brick & Mortar with Digital

CVS has stepped up its efforts in personalization--delivering targeted deals to customers based on their preferences, purchasing patterns, etc--through the "omnichannel" approach of combining brick & mortar and digital.  "Personalization" is not a new concept--retailers have striven to deliver greater relevance and reap the higher revenues that personalization often results in.  However, personalization requires tracking and analyzing mass amounts of data and the participation of customers (to a certain extent).

Through its ExtraCare loyalty program, CVS is able to track the purchases of its 45 million enrolled customers and customize the coupons that are printed at the end of all receipts.  With its new myWeekly Ad platform, CVS will be taking personalization further.  "MyWeekly Ad lets users create digital shopping lists down to the aisle in which each product is housed in their favorite CVS store."  This platform is available on desktop, tablet, and mobile.  Given the digital nature of this platform, optimization will also be faster.  According to CVS' CMO, "CVS will closely monitor online reaction and respond 'on internet time; every week we'll refine and improve it'."

While the myWeekly Ad platform has a large print component to it, this is expected to be slowly phased out, "eventually it's going to go away.  We have to prepare for the future."

For more on myWeekly Ad, visit: https://www.cvs.com/weeklyad/access-path/weeklyAdSignIn.jsp?screenname=%2Fweeklyad%2Fbrowse%2Fbrowse-home.jsp%23Browse


Original Article: http://www.brandchannel.com/home/post/2013/10/18/CVS-Customized-Ads-101813.aspx