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Focus on Digital

Who to Watch: The Best Store Brand Digital Marketers

September 12, 2013

Which retailers really understand how to maximize private label promotions through new media?

A few stand out from the pack and are incorporating some innovative and exciting approaches to promote their brands. Here are a few that we really like:

Mobile Apps—Meijer and Walgreens.The Meijer mPerks program has now passed over 1 million downloads and successfully integrates all of Meijer’s digital efforts through a single digital app. They aggressively promote their Meijer brands and make them a key part of the overall experience. Just ask a Meijer shopper if they like mPerks – they’ll tell you!

The Walgreens mobile app (and the Balance Rewards program) is barely a year old. Their app may be the most easy to use and fully integrated system out there. It brings together the Balance Rewards program with a stream of store-brand offers also made available to shoppers through email promotions and the Walgreens website.

Digital Coupon Programs—Kroger. There are now dozens of “plug and play” providers that bring a full complement of national brand digital coupons to retailer online ads and websites. Many use these programs “as is” without making an effort to incorporate their store brands. But one who does a good job is Kroger. They utilize multiple third-party digital coupon platforms, but always include Kroger brands as a significant portion of the coupons available.

Brand Building—Safeway. An early player in the digital space with the very successful launch program for Open Nature and the “Search for Our Next Chef” competition, Safeway understands how to leverage social media to put its lifestyle brands front-and-center with their customers. What’s coming next?

YouTube—Wegmans and Sobeys. What’s for dinner? Wegmans and Sobeys will show you. Wegmans includes several of their most unique and exciting store brand products in every recipe and video they produce. The videos are well made, and the food looks really appetizing.

Sobeys now has over 100 cooking videos available. Many of these are tied directly to a Facebook promotion promoting the quality of Sobeys beef.

Facebook—Brookshire’s and Raley’s. Brookshire’s combines their “Bonus Bundle” with their “Yourpoints” rewards program in Facebook promotions. The Bonus Bundle includes a free product when a featured item is purchased, and you get points added to your card! Most often, a store brand item is offered as the free product.

Want more free stuff? Raley’s gives free samples of store brand products and asks shoppers to compare them to national brands online—a terrific and low-cost way to reward customers, get trial, and generate a “buzz” around your brands.

Pinterest—H-E-B. One of the first to use Pinterest to promote store brands, H-E-B now has 25 boards, over 700 pins, and a growing following of 7,000 fans. Virtually all H-E-B pins send users back to their website for recipes using their store brand products.

 These are just a few examples of retailers successfully making the transition to a social and digital marketplace. New media is perfect for building store brands with already-engaged customers. Don’t let the opportunity slip away! Kudos to those companies who are showing us what can be done. 

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