Duane Reade: Promo done right

Share this content:

Duane Reade, a popular and fast-growing New York area drugstore, stepped up its marketing game in November with a holiday promotion. The centerpiece of the effort is its new private-label food merchandise, DR Delish.

I'm so impressed with its 360-degree retail messaging. It's unmistakable, and usually I am turned off by over the top promo efforts. You can't walk into the store without being bombarded with promotional messages, starting with its colorful premier issue of The Duane Reader,  a compelling and colorful 20-page print newsletter that touts sales on many new products such as DR Delish Grande Chunk cookies and DR Delish Soy Crisps. The pages are strewn with enticing "catalog copy" that highlights these products. It also includes a fold-out holiday planner to guide people toward fun things to do every day in the month of December. A lot of thought and work went into it, but it doesn't stop there. Shelf space signage also touts the private label merchandise, and all employees wear bright red t-shirts with yellow lettering, also with a promotional message to check out The Duane Reader. The marketing is consistent throughout the store and smacks of careful planning.

Fact is, Duane Reade already had me; I've been a loyal customer for a few years. Every $100 I spend with them earns me a $5 coupon to spend in the store. Which I always do. I buy my drugstore merchandise there regularly: shampoo, toothpaste, soap.... but I also buy coffee, tuna fish, soda, chips and cleaning products there. I have passed up Rite Aid and CVS many times and walked the extra block to Duane Reade to get closer to 100 points.

However, now I'm also enjoying the new products and the great price points. I'm hooked on the coffee: Firefighter's Joe. Cheers, DR.

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here

Loading links....
close

Next Article in Customer Experience

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here