Study: Nearly half of consumers tuning out old-fashioned brand strategies
SAN MATEO, Calif. — In a recent survey of more than 2,200 consumers worldwide, more than half of respondents said that they are highly annoyed by the way brands continue to rely on the old-fashioned strategy of repeatedly blasting generic advertising messages.
The poll, conducted by Marketo, a provider of marketing software and solutions, found that the two things brands should do to make advertising more appealing to their audience were to 1) show ads less often, and 2) make the content more personalized and relevant based on consumer behavior across other channels and interactions.
In addition, 78.6% of consumers said they are only likely to engage with a brand using coupons or other offers if those promotions are directly tied to how they have interacted with the brand previously. This can include sending offers via email, mobile or social media after they have visited a brand's website or tailoring communications based on products viewed or purchased. The poll was conducted in the United States, United Kingdom, France, Germany and Australia.
For years, campaigns have been crafted in isolation, often designed in silos with a specific digital channel in mind. For example, messages delivered to a consumer through a digital advertising campaign on Facebook often are not at all connected or consistent with her prior interaction with the company's website, emails, or other programs. As a result, it has been difficult for companies to have a two-way conversation with individuals with a single brand voice no matter where they are. To make matters worse, customers – flooded with thousands of marketing messages per day – have become increasingly frustrated with brands' inability to connect with them based on their interests, likes, or dislikes, according to the findings.
Earlier this year, Marketo introduced a solution to help brands tailor their digital advertising to an individual's behavior, allowing the messages to be customized based on the actions a person takes across a variety of channels, making it part of a single, consistent conversation.
Marketo's Ad Bridge solution allows brands to connect their customer data with ad-buying platforms to deliver targeted and personal ads across channels including the web, email, mobile and social media.
SoapBox Soaps, Global Beauty Care honored for new products at ECRM event
ATLANTA — SoapBox Soaps, an Alexandria, Va.-based provider of natural soaps, was the winner of this year’s Drug Store News Best New Product award for its Intense Hydration Body Lotion.
The award was presented during ECRM’s 2015 Skin, Bath, Cosmetics & Fragrances event held June 14 to June 17 in Atlanta, and was specifically for products in those categories. Global Beauty Care took the finalist slot for its So Fresh So Clean GROOVY Green Tea Wash-Off Mask.
The two products were selected from a dozen entries in the award program, samples of which were displayed in the ECRM hospitality area throughout the event. Buyers cast their votes based on product innovation and packaging.
SoapBox Soaps, run by CEO and co-founder David Simnick and president and COO Daniel Doll, is a “soap company with a mission.” For every soap product purchased, it provides clean water and sanitation initiatives all over the world and here in the United States. The company gives one bar of soap for every bar sold; one month of clean water for every liquid hand soap sold; and one year of vitamins for every body-wash sold.
But its products stand on their own, as evidenced by their selection for top honors at the event. In addition to its body lotion, SoapBox also offers soap bars made with shea butter and sea salt, liquid hand soaps, and body washes — both made with shea butter, aloe and jojoba oil.
Brooklyn-based Global Beauty Care, led by brothers Albert Savdie and Jack Savdie, uses advanced technology and quality ingredients to create a full line of innovative skin care products for women designed to help repair, replenish and strengthen compromised skin conditions, according to the company. Its skin care portfolio consists of make-up removers, facial cleansers, skin toners, age defying, exfoliating, blemish clearing and moisturizing products.
“We congratulate SoapBox and Global Beauty Care on their recognition at this year’s event,” said Josh Clyne, category development manager for ECRM’s HBC division. “It’s great to see our attendees’ continued success, and we are honored to help provide a platform for their growth via our events and relationships with trade media brands like Drug Store News.”
CVS execs unveil health and beauty makeover for stores
NEW YORK — On the heels of its decision more than a year ago to pull the plug on tobacco products and rebrand the company as CVS Health, executives are now rethinking every aspect of the store to ensure that it not only reflects the company’s broader commitment to healthcare and but also delivers on what customers have come to expect from its pharmacy locations.
To showcase just how the health and beauty makeovers are playing out within the store, CVS Health executives met with Drug Store News Wednesday morning at a newly renovated CVS/pharmacy nestled in New York City’s Chelsea neighborhood for a closer look.
“As we became CVS Health, we also had to raise the bar for ourselves and our customers and really ask the question, ‘Why did we exist and what could we do to help them be healthier?’” said Helena Foulkes, EVP of CVS Health and president of CVS/pharmacy.
The store format, which will roll out this year to roughly 500 stores across the country, brings to life several strategic themes previously outlined by CVS Health to further grow the front-store business:
- Better health made easy
- Elevate beauty
- Customer-driven personalization
- MyCVS store
- Digital innovation
Better health made easy is perhaps most evident upon entering the store as shoppers immediately see the store’s bolstered selection of on-the-go healthy foods. Situated in the store’s former photo section, shoppers will now find refrigerated units packed with healthy, on-the go snacks. The company has added more than 500 items to the section, including such well-known brands as Chobani yogurt, Kind snack and Panera soups. Also, in many of the stores the front aisle of bagged candy has been converted to healthy snacks like nuts.
“We know that customers are changing how they shop, behave and eat. They are no longer sitting down for three meals a day but are snacking through the day and they want a place that is convenient where they can snack in a healthy way,” Foulkes told Drug Store News.
Looking to better compete with specialty rivals like Sephora and further build on its strong heritage within health and beauty, the company is also rethinking the beauty shopping experience.
Shopping the cosmetics wall, for example, is easier than ever, complete with mirrors and “hot spots” that showcase on a monthly basis “what’s hot” in beauty. The store also features upgraded endcaps and displays to further elevate the shopping experience.
“I think that all of it, including the skin care work, allows us to elevate our brand and give her a better shopping experience and also show her that, being CVS Health, we’re particularly good at the things that she would expect us to be, especially around taking healthy care of herself as she thinks about beauty,” Foulkes said.
Added Alex Perez-Tenessa, VP, beauty and personal care, “What we are trying to do in the beauty department is respond to her unique needs as a customer. This is an area where she is looking for inspiration and she is looking for fun and excitement and we want to make sure that our customer finds what’s new and exciting easily in our store.”
Drug stores have typically been known for sick care; however, that is changing. Today, consumers are taking a more active role in their healthcare decisions and are increasingly searching for ways to take care of themselves proactively.
This is a shift that has certainly not gone unnoticed at CVS Health. In the new store format, shoppers will see an enhanced focus on proactive healthcare in such areas as women’s wellness and wound care.
“We are trying to help educate her right at the shelf so she can make some really good decisions for herself,” Foulkes said. One area in which the company has tried to raise the bar is in women’s wellness, where it has expanded offerings to provide a wider range of solutions to address the different stages of a woman’s life — not just prenatal but also post-natal; not just products to help manage menopause but also, perimenopause, Judy Sansone, SVP, front store business, told DSN.
“It is another great example of customers being proactive about their health and really taking self-care of conditions they are experiencing,” she said.
Sansone also noted that the company is working on a program with the Arthritis Foundation that helps customers identify the range of products available in store, both OTC and non-OTC, to help customer suffering with arthritis.
Meanwhile, in wound care CVS Health recently bolstered its family of exclusive CVS/pharmacy store brands with the new, exclusive Hospital Series wound care line.
“As we look to continue to strengthen our brand, we are looking to do some more innovative things in our core categories. The CVS/pharmacy brand is actually the No. 1 brand in our stores and as we think about it in our core categories first aid is a great example,” said Cia Tucci, VP, store brands. “We just recently launched an expanded wound care line, which is an exclusive relationship with a supplier who specializes in hospital-grade wound care. … This is one way we are strengthening the core of our brand and we are really excited about this.”
Previously, these types of wound care options were only available at hospitals and select specialty medical stores, Tucci explained. Enhanced by Safetac technology adhesive, CVS/pharmacy Hospital Series wound care dressings, bandages and scar treatments are designed to reduce both the pain and tissue damage associated with wound management.
Tucci also noted that, within core OTC categories, the company is working to rebrand its store brands to the CVS Health moniker. The rebranding will take place across 19 categories and just under 3,000 items.
“The takeaway is we are really trying to bring the best of our learnings and customer insights and bring something that is very relevant to the customer where she is, all within the framework of knowing that, first and foremost, we are CVS Health,” said Foulkes. “We are very focused on pharmacy and healthcare and the role the front store is really to invite those customers in and make them feel comfortable and ultimately serve them around their pharmacy needs.”
DSN will feature the complete interview with Foulkes, Sansone, Perez-Tenessa and Tucci in a special edition of its video series, DSNTV Store Tours, premiering next week on drugstorenews.com.