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Duane Reade is most-followed retailer on Twitter

BY Michael Johnsen

NEW YORK — Duane Reade on Wednesday announced that the New York City drug store retailer has become Twitter’s most followed retail chain in the drug, food and mass Arena worldwide. From September 2012 to-date, the regional retailer has organically grown its Twitter following by 6,709%, making it one of the world’s fastest-growing retail accounts on Twitter year over year.   

"This social milestone is all about our customers and represents the ability and focus we have to seamlessly reach them whenever and wherever they are with useful content they crave and now have come to expect via effective two-way communications," stated Calvin Peters, digital communications manager for Duane Reade. "Our goal has been social community building and expanding relevant engagement to enhance our overall customer experience; achieving this while also creating social communication vehicles that can generate tangible ROI results for both corporate and vendor initiatives have proven successful."

Duane Reade’s social media accomplishments have prompted Twitter to produce a comprehensive case study showcasing the retailer’s social media milestones and innovative digital marketing strategies.   

Duane Reade’s social media strategy is powered by what the company refers to as ‘Parallel Persuasion’ — a marketing approach that generates ROI through omnichannel engagement; it’s an equation based on brand advocacy, brand voice, PR integration and conversation relevance. The formula has led to industry recognition with Duane Reade winning the 2013 Silver Hub Prize for Social Shopper Media and Shopper Marketing campaigns.

Duane Reade’s consumer-generated media focused "Get Social" program — marked by a Promoted Tweet engagement rate of more than 4% and generating more than 3 billion digital impressions year over year — has resulted in increased sales and bolstered ROI, including a 28% lift in sales of Duane Reade Legwear through the chain’s #DRLegwear – "Show Us Some Leg" social amplification vendor campaign. Over the same period, the industry experienced a 5% decrease in sales of these products. Post campaign performance numbers for the vendor, Doris International Hosiery Mills, have been equally impressive with sales up 21% year over year as of July 2013.

"We are extremely proud of these achievements as they are reflection of Duane Reade as an iconic New York City retailer, our amazing omnichannel customers and engaged social media community," said Deepika Pandey, VP digital marketing and customer experience for Walgreens. "We’re already focused on attracting our next million followers and increasing our community engagement across all owned platforms to continue having important and relevant conversations with our core customers."

 

 

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Sanofi vaccination campaign targets ‘FLUgitives’

BY Alaric DeArment

SWIFTWATER, Pa. — Sanofi’s vaccines division is targeting people who have not received vaccinations against flu this season in an effort to encourage them to do so.

Sanofi Pasteur announced Thursday the launch of its "The FLUgitives" campaign. The Centers for Disease Control and Prevention recommends annual flu vaccinations for everyone ages 6 months and older, but according to the CDC, about 20% of the population gets the flu each year, while 226,000 people are hospitalized from flu-related complications.

"Because flu season can begin as early as October and last through May, the best prevention for those planning to get their annual flu shot is to get it as early as possible in the season, allowing your body time to build up its immunity," Washington-based Sibley Memorial Hospital vice chairman of internal medicine Carlos Picone said in a statement on behalf of the vaccine maker. "There’s no need to be a FLUgitive this year; speak with your healthcare provider about vaccination and your vaccination options, including Fluzone Intradermal vaccine."

Fluzone Intradermal is a product made by Sanofi Pasteur.

The campaign, which includes the #FLUgitives Twitter hashtag, breaks down people who fail to get vaccinated into four archetypes: "The Scaredy Cat," whose anxieties delay getting the vaccine; "The Turbo Mom," whose hectic schedule leaves little time to focus on health; "The Latest and Greatest Guy," who wants the newest version of everything, but has yet to learn about the latest in vaccine-delivery technology; and "The Fitness Fanatic," who puts workouts before everything, including health.

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Meijer offers rewards on baby items through mPerks program

BY Alaric DeArment

GRAND RAPIDS, Mich. — Customers at Meijer can use their digital coupons to get savings on baby items, the mass merchandise retailer said Thursday.

Meijer announced the introduction of the mPerks Baby Rewards program, offering rewards on baby merchandise purchases, allowing customers to personalize rewards and earn $10 off their shopping purchases for every $100 they spend on items like diapers, baby wipes, training pants and toddler food. The retailer’s expansion of the program comes soon after the number of prescribers passed 1.7 million; enrolled customers saved $25 million so far this year, with as many as 45,000 customers signing up for the program each week.

The new program is the second expansion to mPerks this summer. Last month, Meijer introduced Pharmacy Rewards, allowing customers to personalize savings and earn rewards in the areas where they shop whenever they fill a prescription. mPerks itself was launched in fall 2010.

"There are so many purchases parents make every week, so Baby Rewards is just one more way we are going beyond our everyday low prices and weekly specials to help shoppers save based on their buying habits," Meijer VP customer marketing and emerging technology Michael Ross said. "We are really hoping customers will take advantage of being an mPerks member, especially now that there are even more savings at the checkout." 

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