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CVS matches customers to right deal via mobile-enabled digital circular

CVS/pharmacy is revamping its weekly sales circular for desktop and mobile users to make it easy to find the deals that interest them so they can save time and money.

The new myWeekly Ad highlights upfront the products on sale in a given week that a user most frequently purchases. To support the launch, CVS has launched a marketing campaign showcasing myWeekly Ad that includes TV ads and social media.

“The traditional approach and foundation for loyalty solutions was based upon engaging with the right customer at the right time with the right offer,” said Chris Bauer, senior director of loyalty consulting at Maritz Loyalty Marketing, Toronto, Ontario, Canada.

“In today’s loyalty, that now includes via the right channel,” he said.

Mr. Bauer is not affiliated with CVS/pharmacy. He commented based on his expertise on the subject.

CVS/pharmacy did not meet press deadline.

Added value
Weekly print circulars highlighting weekly sales are an important marketing tool for many retailers.

As shoppers have increasingly moved their research online, many retailers have digitized their circulars to meet customers’ needs.

However, simply replicating a circular in a digital format does not bring any added value to customers.

CVS/pharmacy is addressing this by leveraging its ExtraCare loyalty program data to deliver a more personalized experience for users. And, by making the service available on mobile and tablets, this brings added convenience by making it easy for on-the-go shoppers to look for sales.

The CVS/pharmacy ExtraCare savings and rewards program has more than 70 million active cardholder households.

Personalized deals
To take advantage of myWeekly Ad, shoppers can sign up at using their existing ExtraCare loyalty account number and account information.

Users who visit from a desktop or mobile device will see all the same deals featured in the traditional weekly print circular. However, those products purchased most frequently by a particular user will be pushed to the front, eliminating the need to browse each page of the circular to find the deals that interest them.

Personalized ExtraCare savings and rewards can also be found.

CVS/pharmacy is showcasing the new myWeekly Ad with a marketing, advertising and social media campaign that features celebrities Joan Rivers, Nick Cannon and George Hamilton. The tongue-in-cheek campaign asks the question “What’s Your Deal?” of a variety of shoppers inside a store.

Once signed up, users can access various sections such as Your Deals, Recommended Deals and ExtraCare Savings. Shoppers can see the following week’s deals three days before the traditional circular is distributed.

Shareable shopping lists
Users can also build their own digital shopping list featuring the deals they would like to take advantage of each week in the myShopping Lists section. Users can find which aisle at their local store they will be able to find each of the products on their list.

The shopping list is shareable and can be printed, emailed or viewed on a mobile phone.

Other sections include myPurchase History and Deal Details.

“According to the 2013 Maritz Loyalty Report, over 73 percent of loyalty program members are interested in interacting with their loyalty program via their mobile device, so it is critical that brands continue to enhance their programs to utilize all available channels of communication,” Mr. Bauer said.

“It is equally important to allow members to choose their preference versus one-size-fits-all,” he said.

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York