Retail News Breaks
Walgreens unveils 'more robust' weekly ad circular
February 10th, 2012
DEERFIELD, Ill. – Walgreen Co. has relaunched its weekly advertising circular with a new look and feel for the print edition plus what it called a "more robust" digital version that is more interactive and offers hundreds of extra items through the chain's website and mobile applications.
Walgreens said Friday that as traffic to Walgreens.com has climbed, online views of its ad circular have risen over 50% year over year. The drug chain also cited a Nielsen study from late last year, "The Evolution of Circulars," finding that more than 70% of shoppers want basic digital delivery of advertising inserts in the future.
"This is the most dramatic refresh we've made to the weekly ad in more than two decades, delivering added value for our growing numbers of online and mobile customers, as well as a better experience for those who look forward to seeing it in print," Joe Magnacca, president of daily living products and solutions at Walgreens, said in a statement. "We're giving people more convenient ways to shop and save, and this complements our multichannel strategy by finding new and different ways to cater to today's consumers."
Walgreens said the new print design for the weekly ad circular includes coupons grouped together by category on easy-to-find pages plus more prominently featured sale items throughout.
In addition, the retailer has added QR codes to the print circular, enabling mobile users to quickly view more deals directly from a smartphone. Customers can also visit category-specific Walgreens websites highlighted in the ad or find more bonus buys inside stores.
The new online and mobile circular serves up hundreds of additional in-store offers, online exclusive pages and other "bonus buys," according to Walgreens. The online ads also allow for social media sharing via Twitter and Facebook, the ability to create advanced shopping lists and other features.
And the circular is more interactive. For example, an online consumer moving the cursor over an item will see a "Quick Look" button and can click on it to see a pop-up window displaying more information about the product, such as the valid price date; another button allowing them to add that product to saved items; and a range of ways to share that item, including print, e-mail, text message, Facebook and Twitter.
Shoppers also can view products in the circular by category or by page.
"We know that for approximately half of the visitors to Walgreens.com, their next action is to go to one of our stores to shop," Magnacca stated. "For our loyal customers who don't use computers or the Internet, all of the items we feature online each week will also be specially marked in our stores."
Consumers who sign up to get the weekly ad via e-mail will receive it as a sneak peek, delivered on Fridays, Walgreens said. Signup is done on the chain's website at walgreens.com/sneakpeek or in stores. Those who register will get a $5 coupon.
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