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Study: Digital, personalized ads fuel in-store sales of CPG

BY Antoinette Alexander

CHICAGO — Locally relevant and personalized ads move shoppers from their screens into store aisles. That’s according to the findings of a recent study by G/O Digital, a provider of local, integrated digital marketing solutions.

In its latest study, “CPG Marketing Reinvented,” G/O Digital surveyed 1,000 online and mobile users in the United States. The findings highlight how personalized content and localized digital activation must be a priority for CPG brands looking to create fluid cross-screen engagement with consumers to influence in-store sales.

Furthermore, the study found that circulars are not an extinct form of advertising, but instead must be recast as an important component to the content marketing discussion. Locally relevant and personalized ads move shoppers from their screens into store aisles. In fact, 79% of moms and 75% of dads are more likely to make in-store purchases when digital circulars present locally relevant and personalized deals.

"The modern-day shopper switches between screens as much as 21 times per hour and is barraged by an influx of experiences, emails, ads, coupons and offers across both traditional and digital channels," stated Jeff Fagel, CMO of G/O Digital. "Because of these circumstances, CPG brand success rests heavily on three critical variables: personalized distribution of promotional content, approaching mobile as a behavior (not a channel) and real-time localized digital activation at national scale. In turn, brand marketers must provide locally relevant, contextually targeted content and advertising that are native to the user experience. If they don't, consumers will quickly move on to competitors who do."

Additional key findings from the report include:
•    Deal content distributed across digital channels flexes more direct marketing muscle than TV ads: Digital circulars rank as the No. 1 form of advertising to influence moms (32%) and dads (29%) to buy food and beverage items in-store. Yet, TV advertising only influences the in-store purchase decisions of 6% of moms and 13% of dads.
•    Mobile deals and in-app promotions bring the Web in-store: When asked about the value of digital promotions and circulars while standing in-store, 19% of moms replied that "it's very important … I regularly check websites, mobile sites and apps for brand/product-specific promotions and deals" and another 36% of moms believe "It's somewhat important … I am more likely to purchase an item in-store if I find a coupon or deal online."
•    The future of retail will be played out in the digital pre-shopping funnel as webrooming helps parents track down deals: When asked if they use their desktop/laptop computer, smartphone or tablet to pre-search for "on sale" food/beverage items, 40% of moms responded "Yes, this is the first thing I do."
•    Low prices trump loyalty to preferred stores: When asked if online/mobile searches for "on sale" items influence which supermarket they visit, 60% of moms and 50% of dads answered "Absolutely, I would be very inclined to visit a local supermarket that offers/advertises the lowest prices and special deals."
•    Facebook trounces Twitter as king of social: 55% of moms and 47% of dads believe Facebook is the most useful social media channel to engage with CPG brands. Conversely, only 5% of moms and 7% of dads find Twitter useful.
•    Local Facebook offers are in high demand: 77% of moms and 72% of dads believe localized deals/offers on Facebook are important enough to affect the food/beverage items they drop into their grocery shopping carts.
•    One-size-fits-all online and mobile ads will deplete in-store sales: When asked what is most frustrating about online and mobile ads from food/beverage brands, 35% of moms and 29% of dads cited "information and promotions that are not locally relevant to products/prices in-store."

This study was fielded from July 2, 2014 through July 9, 2014 and garnered a total of 1,000 responses from online and mobile users in the United States aged 30-to-50 years old, who are interested in grocery shopping, have at least one child and own at least one desktop/laptop computer and a smartphone or tablet.
 

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Share your memorable pharmacist moment

BY Ryan Chavis

NEW YORK — If we learned one thing from the global pharmacists tweet-a-thon, it's that the role of pharmacists in advancing health and wellness can't be understated. From administering flu shots to medication adherence and beyond, pharmacists are proven healthcare rock stars. 
 
In celebration of all that they do, October is designated as American Pharmacists Month. Drug Store News wants to hear from you! Have you had a pharmacist that went above and beyond to help? Sound off in the comment section below. 
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CADCA, CHPA kick off their National Medicine Abuse Awareness Month

BY Michael Johnsen

WASHINGTON – The Community Anti-Drug Coalitions of America and the Consumer Healthcare Products Association started their National Medicine Abuse Awareness Month on Wednesday to spread awareness around the abuse of over-the-counter medicines.
 
Every October, CADCA urges its membership to plan and promote an educational event — such as town hall meetings for parents, youth, and local advocates — to educate communities on the potential dangers associated with both prescription and OTC medicine abuse and to discuss prevention, intervention strategies and treatment.
 
“As the nation’s leading substance abuse prevention organization, CADCA is deeply concerned about the misuse and abuse of medicines — whether prescription or over-the-counter,” said Gen. Arthur Dean, CADCA chairman and CEO. “Too many young people are seeking out these substances as a means to get high without realizing the devastating impact medicine abuse can have on their lives. National Medicine Abuse Awareness Month will help educate families across America about the dangers of abusing medicines and spur communities into action.”
 
CADCA is a partner of CHPA’s Stop Medicine Abuse campaign, which works to inform parents of teen abuse of OTC medicines containing the cough suppressant dextromethorphan, which some people — primarily teens — abuse in excessive amounts in pursuit of a high. The campaign encourages parents to talk to their teens about the dangers of medicine abuse, to safeguard their medicines and spread the word in their communities.
 
“Last year, the annual Monitoring the Future study reported a decrease in the percent of teens who abuse OTC cough medicine, and we know that the  work being done in communities by CADCA coalitions played a major role in that progress,”  CHPA president and CEO Scott Melville said. “We are proud to continue partnering with CADCA to reach more parents about OTC cough medicine abuse and to mobilize them to action.”
 
This year, the groups are also promoting an online engagement campaign (ToMyTeen.com/#ToMyTeen) to help spread the word about medicine abuse by mobilizing parents to post photos showcasing their words of affirmation to their teens and encouragement to other parents.
 
“As a father of teens, I have seen how giving teens positive reinforcement boosts their self-esteem and helps them to make smart choices,” Melville said, “I’m excited by this campaign and hope it will rally parents around celebrating the good in their teens while also mobilizing them to discuss some of the tough issues their teens may be facing such as pressure to abuse drugs, alcohol or OTC medicine.”
 
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