Rite Aid to step up in-store marketing

Print Friendly, PDF & Email

LIVONIA, Mich. — Rite Aid Corp. has entered a multiyear partnership with Valassis to develop and execute in-store marketing and media programs.

According to Valassis, a marketing and media services firm based here, the agreement will enable Rite Aid to create a consistent look for its in-store marketing and media programs, aligning them with the chain’s overall marketing ­objectives.

“Valassis has a proven track record of effectively implementing and executing in-store marketing and media programs,” stated Craig Riner, vice president of marketing at Rite Aid. “Selecting Valassis as our new third-party in-store marketing partner will allow us to expand on our vision to create the most meaningful wellness and value shopping experience for our customers.”

A Rite Aid spokeswoman said the partnership applies to consumer packaged goods manufacturer programs that can be run across the chain’s network of more than 4,600 stores.

Valassis’ in-store marketing and advertising products include at-shelf sampling, coupon dispensers, floor graphics and shelf talkers. The company said the partnership will optimize marketing efficiencies across Rite Aid’s base of stores and create a shopping environment tailored to customers’ needs.

The marketing firm’s shelf talkers include AdPOP, for highlighting a specific brand, and BladePOP, which spotlights the section where a brand is located. Its FloorPOP floor graphics are designed to help lead shoppers down the aisle to a highlighted brand as well as draw attention to the lower shelf. Coupon dispensers include CouponPOP, which offers coupons to be used that day, and InfoPOP, which provides leaflets with recipes, offers, product information, rebates or sweepstakes. And SamplePOP offers shoppers a flat-pack product sample at the shelf to encourage product trials and generate sales.

“We are excited to be working with Rite Aid and look forward to collaborating with them and their supplier partners to enhance the shopping experiences of Rite Aid customers nationwide,” stated Michael Kowalczyk, vice president and general manager of in-store marketing at Valassis.

In an interview earlier this year, Rite Aid executive vice president of merchandising Tony Montini said the drug chain has been working more closely with suppliers to develop unique merchandising for their latest products.

“What can we do with supplier partners to create innovation that we can play in our stores differently than our competition? That’s where I try to place my emphasis when I meet with senior executives of our supplier community: how we get innovation that is unique and differentiating for us,” Montini said. “And you see some of that in the stores.”


Comments are closed.