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Rite Aid’s Video Values platform reaches milestone

BY Michael Johnsen

SAN FRANCISCO Rite Aid’s Video Values platform served more than 1 million fully viewed and confirmed videos since the program’s launch in August 2009, Rite Aid and AdPerk announced Wednesday.

Video Values allows customers to select and watch videos from a variety of brands to earn access to special coupon savings and other information. The innovative marketing program has experienced month-over-month growth in number of videos viewed and more than 65,197 opt-in, registered customers have participated in four months.

“This is a tremendous indicator of customer interest in learning about Rite Aid suppliers, brands and products,” stated John Learish, Rite Aid SVP marketing. “When we launched the platform consumer demand for value and information pointed to a need for this type of program, however, surpassing 1 million videos proves customers actually enjoy watching if there is useful information and the videos are delivered in the right environment. By giving them choice of when and what to watch, they really do engage.”

Unlike traditional advertising mechanisms, Rite Aid Video Values is a performance-based video solution where customers choose to participate and are motivated to purchase through an exchange of value, AdPerk stated. Engagement is tied directly to outcomes and measured — brands have access to sales and coupon redemption provided with regular reports. Additionally, customers register for a Rite Aid Video Values account so brands can use data dashboards to index customers by demographics, video choice and their actual purchase.

“From a sales and marketing perspective, these are unprecedented video engagement numbers that demonstrate an effective way to move customers through the sales funnel by capturing their attention online and driving them into stores,” commented Barry Soicher, CEO of AdPerk. “By visiting the program, registering for an account, selecting a particular video over others, and watching a video in its entirety, consumers are identifying themselves as highly relevant and motivated Rite Aid customers.”

Participation has been comprised of more than 57 Rite Aid vendors — including Procter & Gamble, Kimberly-Clark, Pharmavite, Maybelline, Johnson & Johnson and Novartis — across more than 66 brands. The platform has offered more than 165 branded videos and related coupons totaling over $345.33 in savings.

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Boy Scouts of America salutes Duane Reade executive

BY Allison Cerra

NEW YORK The Greater New York Councils, Boy Scouts of America honored Duane Reade SVP and chief merchandising officer Joe Magnacca with its annual “Good Scout” Consumer Products award.

Magnacca, who joined Duane Reade in September, was recognized for “exemplifying the ideals of the Boy Scouts of America as expressed in the Scout Oath and Law,” the organization said.

Magnacca received his award at a special luncheon Tuesday at the Hilton New York. Last year’s recipient was Bryan Shirtliff, SVP category management for Rite Aid.

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American Greetings, Target launch exclusive slideshow greeting card

BY Allison Cerra

CLEVELAND American Greetings and Target have partnered to introduce a gift that fully embraces the holiday spirit in a manner that combines the warm wishes of the holiday greeting and enhances it with a little help from technology.

Just in time for the holidays, the greeting card company and retailer have introduced the first ever-digital slideshow greeting card, available in the Target card aisle, and retailing for $19.99.

The digital slideshow greeting card holds up to 50 digital images, includes a beautifully composed original holiday soundtrack and even allows the sender to record their own vocal message to give the greeting that final personalized touch. The innovative packaging opens into a beautifully coordinated gift box and includes an appropriate-sized mailing envelope, so shoppers don’t need to purchase anything additional to send their gift. Postage for the greeting is approximately $2.30, so anyone can purchase and mail the present for less than $25.

“We are thrilled to offer shoppers a gift this holiday season that fits all of their needs – it’s fun and thoughtful, trendy and sincere and affordable while supremely convenient,” said Carol Miller, executive director on new product concepts at American Greetings. “Once consumers add their favorite photos and message, the card transforms into an emotional and personal experience that can be enjoyed for years to come with mom, dad, an older brother, younger sister or anyone with whom you’ve shared cherished memories.”

In addition to the revolutionary patent-pending design, developed through a partnership with Euri, a subsidiary of IRTronix, the gift is highlighted by many unique features making it even more useful and memorable. These additions include a special stand and display fold, so that the card can be presented beautifully in any home, and the inclusion of a USB cable for recharging the card via any computer. Each presentation will play for three hours before needing to be recharged, and will continue to play for three hours after every charge thereafter.

Shoppers can find the new digital slideshow greeting card at all Target locations while quantities last. For more information on what else is new this holiday season, and to find store locations in your area, visit www.corporate.americangreetings.com.

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