AMAZON.COMSEARCH: Amazon’s search function delivers more than half of all product searches; “Sponsored Product Ads” appear on search results pages.

DISPLAY ADVERTISING: Home-page carousel reserved for Amazon devices/services but occasionally given to national brands. Place-ment opportunities also include display units.

DEALS: Additional product spotlights include a “Deal of the Day” on a single product or a few closely related products as well as shorter “Lightning Deals” limited to one per shopper.

BRAND STOREFRONTS: Partner sellers can secure dedicated e-commerce landing pages.

CAMPAIGN LANDING PAGES: Temporary product showcases; often with ads on site.

OTHER INTERNETAMAZON AD SERVICES: The company’s own media program offers a variety of ad options both on and off Amazon.com, including desktop and mobile display ads, mobile app banner ads, dynamic ads and coupon ads; can include features like an “add to cart” button or customer reviews.

AMAZON PAY: Lets shoppers make purchases from third-party websites that accept Amazon Pay using payment information connected to their Amazon accounts.

DASH BUTTONS: Available in both physical and virtual versions, the brand-specific buttons enable one-click reordering of frequently purchased items.

ALEXA: Amazon’s voice assistant technology lets shoppers place Amazon.com orders, among other skills; defaults to Amazon products if there is no brand preference; increasingly integrated by appliance brands into their smart devices.

EXTERNAL WEBSITES: E-commerce sites such as Woot.com and Zappos.com.

CO-OP ADVERTISING: Ads with top man-ufacturers generally promote services such as Amazon Fresh and Amazon Prime Pantry.

DIGITAL COUPONSA section of Amazon.com contains an expansive array of click-to-clip coupons; includes search by brand functionality.

EMAILOffers a variety of opt-in newsletters.

SOCIAL MEDIASPARK: Recently launched mobile app feature offers a customizable and shoppable feed of stories and photos for Prime members using iOS.

INSTAGRAM: Mostly showcases unusual products with flat-lays; partners can offer social media “buy” button that integrates with Amazon login credentials.

FACEBOOK: Updates promote Amazon initia-tives, partners and new brand launches.

TWITTER: Updates mirror those on Facebook.

YOUTUBE: Promotional videos, recipes, tech dives, etc.

SNAPCHAT: Used to promote products and deliver exclusive promo codes.

PINTEREST: Boards promote products.

MOBILESMARTPHONE APP: Offers ad place-ments similar to that of the website; boasts a lightning-fast interface bolstered by image recognition and one-click ordering, as well as a slew of experimental functions.

DEVICES: Amazon’s advertising platform offers unique ad experiences for specific devices, such as the Fire TV or Android phones.

TEXT ALERTS: Promotes seasonal sales events.

IN-STOREAMAZON BOOKSTORES: Act as showcases for titles popular with site shoppers. Shoppers must scan books with an Amazon app on their smartphone or use an in-store kiosk to view pricing, as it is dynamic.

AMAZON GO: Prototype store uses patented tech to detect when shoppers take an item off a shelf, logging multiple items as shoppers go through the store, adding them up and charging the shopper’s Amazon account when she exits.

BESTBUY.COMBRAND SHOWCASES: Partners with in-store departments (Apple, Samsung, Sony, Windows and Intel) get digital shops. Others can earn a spotlight as featured brands. Showcases for film titles are also common.

THEMED CONTENT: Videos explain technologies, sometimes with brand-specific endorsements.

CATEGORY PROMINENCE: Sub-categories offer brand spotlights as well as targeted display ads.

AMPLIFIED CIRCULAR: Interactive version of the print copy bolstered with product reviews, e-commerce links and videos delivering relevant content.

BLOGS: “Latest & Greatest” discusses new products and promotions; “Gaming News” touts new titles. A network of outside bloggers team up to spotlight specific SKUs.

OTHER INTERNETPAID SEARCH: Co-op ads common with key brands.

CO-OP ADVERTISING: SKU-specific and branded seasonal messages; strategy includes video ads and occasional home page takeovers.

EMAILFrequent stream spans seasonal sales and SKU-specific subject lines; emails sometimes spotlight categories or tie in to retailer initia-tives. Rewards members get exclusive offers at least once a month.

SOCIAL MEDIAFACEBOOK: Posts plug limited-time incentives and deals, hot new electronics, exclusive offerings tied to home video and video game releases, and various retailer initiatives several times a month.

TWITTER: Hosts sweepstakes and chats. Tweets link to buying guides and other informational content, spotlight new video games, home video and product releases, and promote events.

INSTAGRAM: Updates mirror those on Face-book, spotlighting a specific item or tying in to a seasonal campaign.

PINTEREST: Boards offer gifting ideas and other product spotlights.

MOBILEMOBILE OPTIMIZED WEBSITE: Aimed at driving online sales and foot traffic.

SMARTPHONE APP: Rewards members get exclusive offers through the app and earn points for checking in at stores, browsing deals and products, and accessing the wedding registry; brand-sponsored games sometimes used; built-in QR code reader. Distinct Best Buy Gaming and Geek Squad apps.

CO-OP ADVERTISING: Ads on third-party mobile sites (like Pandora) usually seek to drive traffic to bestbuy.com or a nearby store.

THIRD PARTY APPSParticipates in the Ibotta and ShopKick shopper incentive apps. Was the first retail partner of eBay’s RedLaser location-based promotional app.

IN STOREINTERNET-ENABLED KIOSKS: Endcap computer terminal provides access to bestbuy.com; distinct kiosk for video game pre-orders and accessing the wedding registry.

DIGITAL TV: In-house operation accepts brand-supplied HD content to run on floor-mod-el screens, usually for electronic brands but also advertises “contextual” SKUs.

QR CODES: Shelf signs typically carry a code linking to product information, sometimes deals.

HOMEDEPOT.COM

DISPLAY ADVERTISING: Home page changes often, typically spotlighting a specific category. Product images often used to illus-trate categories.

BRAND SHOWCASES: Top brands in key cat-egories can get extensive areas with multimedia content to bolster product pages.

THEMED CONTENT: How-to advice and project ideas typically stay brand neutral but occasionally spotlight a national brand.

CATEGORY PROMINENCE: Landing page marquees spotlight key brands; other opportu-nities available at subcategory level.

AMPLIFIED CIRCULAR: Online-friendly single SKU “features” link to e-commerce pages.

BLOGS: “Built From Scratch” has employees and guests providing advice and inspiration; a separate community forum has designated associates posting project ideas.

IN-STORE APPSCAN-AS-YOU-GO/SELF-CHECKOUT: Sev-eral employees per store carry portable devices that let them check inventory, find products at other stores and check out shoppers quickly.

MOBILETEXT ALERTS: Subscribers get up to 10 per month touting promotions and how-to info.

SMARTPHONE APP: Users can write reviews, conduct audio searches, snap a photo to search for similar products, and check store-level price, inventory and location. For professionals, the app links to a mo-bile-optimized version of the “Pro Xtra” micro-site within homedepot.com, which allows users to track money spent on purchases and Pro Xtra paint rewards. A separate “Project Color” app lets customers preview how shades of paint and wood stain will look in their homes.

SOCIAL MEDIAFACEBOOK: Occasional SKU-specific post amidst steady flow of project ideas, advice and community building updates.

TWITTER: Largely mimics Facebook activity.

PINTEREST: The boards, arranged by product category and DIY ideas, link to homedepot.com and company blogs.

OTHER: Also active on Instagram and YouTube.

EMAILSeveral weekly emails spotlight the “Special Buy of the Day” (sometimes in-store or online only) and special sales; weekly missives link to the circular and send coupons, other offers and tips to “Garden Club” members and, separately, professionals; additional emails periodically spotlight seasonal programs.

DIGITAL COUPONSThe retailer occasionally emails subscribers promotional codes that can be applied to online orders.

OTHER INTERNETEXTERNAL WEBSITES: Proreferral.com (formally Redbeacon.com) answers questions and recommends professionals.

PAID SEARCH: Terms range from broad (“home improvement”) to brand-specific (“Husky tools”).

CO-OP ADVERTISING: Extensive array of display ads and online video includes seasonal promotion tie-ins, store event and app spot-lights, and stand-alone brand offers.

LOWES.COMDISPLAY ADVERTISING: Home page pres-ents seasonal and daily deals; predictive search function suggests brand names.

BRAND SHOWCASES: Top brands in key categories get landing pages with videos and other informational content.

THEMED CONTENT: Wealth of project ideas and how-to advice.

CATEGORY PROMINENCE: Logos on landing pages link to brand shops.

AMPLIFIED CIRCULAR: Modified layout uses single-SKU features to link to details pages, then facilitate purchase and/or social sharing; viewers can shop by brand or category.

BLOGS: Creative Ideas network has several DIY project summaries that give brand shout outs within project ideas.

OTHER INTERNETEXTERNAL WEBSITES: Lowesforpros.com tar-gets professionals; also owns ATGstores.com, an aggregation of former category-specific websites with an inventory of 3 million SKUs. Installation and assembly for ATGstores.com via Porch.com.

PAID SEARCH: Terms range from broad (“lawn mowers”) to brand-specific (“DeWalt tractors”).

PROPRIETARY PLATFORMS: Personalized MyLowe’s program lets members store proj-ect-specific shopping lists, track all purchases and get replenishment reminders.

CO-OP ADVERTISING: Active schedule includes seasonal promotion tie-ins and tends to focus on big-ticket items and P&G home brands.

SOCIAL MEDIAFACEBOOK: Updates occasionally will link to a brand or product page. Facebook Live videos support seasonal promotions.

PINTEREST: More than 5.7 million users follow a steady stream of boards providing DIY advice and design inspiration. Nearly all pins link to “Creative Ideas” or the e-commerce area of lowes.com.

TWITTER: Even fewer brand opportunities here, where most activity mimics Facebook; @LowesRacing tracks sponsored NASCAR driver Jimmie Johnson and his team.

YOUTUBE: Videos stick to home-centric mar-keting in short humor and narrative formats.

SNAPCHAT: The retailer’s Snapchat sto-ries include DIY home improvement ideas and seasonal home maintenance tips.

EMAILWeekly missives deliver store-specific deals, on-line exclusives, holiday sale previews, occasional brand spotlights and home improvement tips.

MOBILESMARTPHONE APP: Allows users to find store-specific inventory, view product info and reviews, and make purchases; guides shoppers to the proper aisle and bay in stores.

LOWE’S VISION APP: One of a select few apps to launch with Lenovo’s Phab 2 Pro, a smartphone with Google’s Tango technology, that allows shoppers to map living spaces in real time and place virtual appliances to see the fit and look before purchase.

IN-STOREINTERNET-ENABLED KIOSKS: Upfront touchscreen terminals provide a convenient product locator and access to lowes.com.

QR CODES: Mobile app directs users to scan QR codes and barcodes to find pricing info.

AUGMENTED REALITY: Retailer’s “Holoroom” programs let tablet-wielding shoppers experience how products will look in a home setting or simulate home projects such as tiling a shower.

LOWE’S VISION – IN-STORE NAVIGA-TION: A second “Vision” app piloted in two stores that overlays turn-by-turn directions on Tango-enabled devices.

7-ELEVEN.COM

DISPLAY ADVERTISING: Display ads within the site as well as home page carousel ads typ-ically tout 7-Eleven’s private labels, but national brands can get the spotlight if they provide exclusive products or promotions.

OTHER INTERNETPROMOTIONAL WEBSITES: Slurpee.com directs users to 7-eleven.com/slurpee, which is comprised of display ads highlighting promotions and sweepstakes that center on the retailer’s proprietary Slurpee beverage. National beverage manufacturers are spotlighted if they provide a Slurpee flavor.

DIGITAL COUPONSMobile offers in the “Scan & Save” section of the retailer’s app are available to 7Rewards members. The retailer’s proprietary products usually dominate the selection of offers but national brands are often represented. Adult members that verify their age on the app gain access to offers on age-restricted products such as alcohol and tobacco.

EMAILPeriodically deploys emails to 7Rewards members spotlighting upcoming or ongoing promotions.

SOCIAL MEDIAFACEBOOK: Main account spotlights national brands periodically if an exclusive SKU or promotion is involved. Beyond this, posts are devoted to proprietary products.

TWITTER: Tweets mirror Facebook updates tout-ing exclusive products, special promotions, sweepstakes and new menu items.

INSTAGRAM: Posts are often repeated on Twitter and Facebook.

YOUTUBE: The few videos that are posted typically relate to the c-store’s national cam-paigns and the associated TV spots, some of which highlight national brands.

SNAPCHAT: Location-based image filters are periodically available.

MOBILETEXT ALERTS: 7Rewards members period-ically get texts touting promotions typically involving 7-Eleven proprietary products.

SMARTPHONE APP: Consumers are required to sign up for a 7Rewards account to access the app, which lets users earn a “punch” after any 7-Eleven beverage purchase (the sixth purchase triggers a digital coupon for a free beverage SKU). App users can also browse current promotions and offers, locate a store by proximity or Slurpee flavor, enter sweepstakes and redeem digital coupons.

3RD-PARTY APPS: Dabbled with augmented reality in 2016 by stocking exclusive cans from Coca-Cola that offered additional content via visual discovery app Blippar.

CVS.COMDISPLAY ADVERTISING: Carousel ads on the homepage focus on pharmacy offerings, photo services and e-commerce deals. Brands are regularly featured on ads that contain “shop now” and “free shipping” buttons.

BRAND SHOWCASES: Numerous brands receive permanent showcases including e-commerce links, coupons and content that is typically updated seasonally.

THEMED CONTENT: Both brand-agnostic and sponsored content is prevalent, typically within brand showcases. Most is health care focused, although craft ideas and recipes are also common.

CATEGORY PROMINENCE: Key CPGs are depicted as “featured brands” within sub-cate-gories and promotional landing pages.

CIRCULAR: MyWeeklyAd modifies the retail-er’s regular weekly deals based on ExtraCare loyalty cardholders’ purchase history.

DIGITAL COUPONSCVS.com offers digital coupons via Quotient; Emails sent to ExtraCare members link to printable/load-to-card coupons on the retailer’s website.

EMAILExtraCare loyalty program members receive multiple emails per week, most of which are personalized offers based on purchase history and include links to the weekly ad. Missives occasionally spotlight national brands or overarching campaigns. In spring 2016, CVS eliminated paper receipts for ExtraCare members, allowing them to be emailed.

SOCIAL MEDIAFACEBOOK: National brand opportunities on the retailer’s Facebook page occur frequent-ly, sometimes tied to vendor-specific ExtraCare rewards. Brands are often included alongside private label SKUs in seasonal campaign updates.

TWITTER: Activity on the platform has become increasingly sparse, with less national brand presence than on Facebook. Several up-dates each month support seasonal promotions.

INSTAGRAM: Updates largely mirror those on Facebook and Twitter.

PINTEREST: The retailer opened an account in late 2016 and actively pins to boards for food, beauty and seasonal celebrations. Brands have supplied plentiful custom beauty and health content, some of which ties in to the retailer’s own campaigns.

YOUTUBE: Focuses on the larger company and its healthcare and charitable initiatives. Brand presence has waned almost completely.

MOBILESMARTPHONE APP: A highly rated and re-cently updated mobile application allows users to digitally redeem coupons and ExtraCare Rewards, view prescription history, place refills, place online or curbside pickup orders and make appointments at the retailer’s MinuteClinic.

CVS PAY: Launched in 2016, the mobile payment solution, available on the CVS app, integrates access to payment options, prescrip-tion pickup and ExtraCare rewards.

PHARMACY TEXT PROGRAM: Reminds patients to refill prescriptions and alerts them when an order is ready. Patients can also text a designated number to order a refill.

IN STOREKIOSKS: The CVS ExtraCare Coupon Center dispenses personalized and general deals to shoppers who swipe their cards.

DIGITAL SCREENS: The retailer is implement-ing digital screens within gondolas in new and renovated store locations.

WALGREENS.COMDISPLAY ADVERTISING: Retailer uses brands to illustrate its own programs and pro-motions throughout home page. Brands stand out near bottom under “Top Brands” label.CATEGORY PROMINENCE: Top-of-page ads showcasing brands on general category pages.BRAND SHOWCASES: Retailer occasionally hosts brands’ account-specific promos on microsites; brand pages are available for short- and long-term activity.THEMED CONTENT: Features on home page and elsewhere typically link to microsites and/or provide “Shop Now” links. Health, beauty and seasonal activity (e.g., back to school and holiday) are common topics.DIGITAL MAGAZINE: Beauty-themed “The Wink” offers plethora of brand opportunities.

OTHER INTERNETCO-OP ADVERTISING: Retailer deploys ads on content-targeted and general consumer websites.BLOGS: Runs more than 25 influencer market-ing campaigns a year to support retail or vendor initiatives.EXTERNAL WEBSITES: Walgreens.com is central to everything, including Duane Reade.PAID SEARCH: New product and other brand-level ads are common.

DIGITAL COUPONSWalgreens.com typically has 300-plus manufacturer paperless coupons weekly (via Quotient); offers are also available through the mobile app and accessible through digital versions of the circular and monthly coupon booklet. New Text2Clip coupon program allows shoppers to clip to card via text message.

EMAILBrand-specific ads and offers are included in a weekly email linking to retailer’s circular and another sent to Balance Rewards cardholders. Other opt-in emails promote online deals, photo news/offers, and Healthcare Clinic news/offers. Newsletters for health & wellness and diabetes.

SOCIAL MEDIAFACEBOOK: Steady update stream includes paid, brand-specific posts. Updates can be targeted.TWITTER: Frequent retailer-only and also brand-specific updates.YOUTUBE: Mostly beauty- or health-related.PINTEREST: Uses to create awareness among key consumer groups. Campaign can combine static and video pins to educate shoppers and drive home brand awareness.INSTAGRAM: App users can directly print Instagram photos in stores.OTHER: Google+, Tumblr and Snapchat.

MOBILESMARTPHONE APP: Highly regarded app has extensive prescriptions and health-related section, and offers access to same coupons available online. Occasionally provides support for account-specific promos.TEXT ALERTS: Opt-in service for prescription alerts, and push notification capabilities for Balance Rewards and other promotions.OTHER: The retailer supports the Apple Pay and Android pay platforms and has integrated them with its Balance Rewards program. Aisle411 has individual store maps. Worked with Tylenol on mobile and Waze activation to direct consumers to the nearest Walgreens store.

IN-STOREPIN PADS AT CHECKOUT: Ads on credit card readers facilitate cause campaign donations and occasionally promote brands. Pads provide simple access to Balance Rewards, Apple Pay and Android Pay via near field communication (NFC).KIOSKS: Photo kiosks let users print from memory card, Facebook and Instagram.BEACONS: Duane Reade is testing iBeacon technology that delivers lock-screen offers near-by and inside stores.NEAR FIELD COMMUNICATION: With Pantene, used displays containing a NFC chip that directly linked Android users to mobile-op-timized page.

TARGET.COMDISPLAY ADVERTISING: Leaderboard is typically reserved for retailer campaigns but brands can still get small above fold slots; bottom half of home page includes a larger ad spot and sections for “top viewed” items and “top categories”; below-the-fold display ads throughout the site.

BRAND SHOWCASES: Brand pages publicize exclusive promotions, new products, etc.

CATEGORY PROMINENCE: Category-level ad placement available.

AMPLIFIED CIRCULAR: Rollovers provide options to get more info or add to a “quick list.”

BLOGS: “A Bullseye View” presents official info on new products and partnerships.

OTHER INTERNETPROPRIETARY PLATFORMS: The Cartwheel mobile savings tool lets millions of subscribers select coupons for redemption in store — where they can scan packaging barcodes to find related deals. Users receive personalized recommendations. Brands can sponsor themed coupon “collections.” The Target and Cartwheel apps will eventually merge.

PAID SEARCH: Heavy use of seasonal and category terms, especially around the holidays; co-op activity supports broader programs.

DIGITAL COUPONSPrintable coupons from target.com; mobile offers through the Target app; Cartwheel deals.

EMAILA steady stream promotes Cartwheel offers as well as storewide and category-level sales to support weekly circular.

SOCIAL MEDIAFACEBOOK: Updates increase to highlight launches of exclusive products/content. Distinct pages for Style and Baby.

TWITTER: Steady stream of links to product info, Cartwheel coupons and seasonal posts, along with Twitter-specific promos; separate accounts for News, Style, Careers, Ask Target and Deals (the last sparingly used).

PINTEREST: Account spotlights brands and shares craft, recipe and style ideas. An “Awesome Shop” (awesomeshop.target.com) showcases top-pinned SKUs, now with crowd-sourced imag-es. The retailer also runs a Careers account.

YOUTUBE: Numerous content areas include single- and multi-brand how-to’s.

OTHER: Also active on Instagram and Snapchat (where it offers in-store filters).

MOBILETEXT ALERTS: An SMS program used primari-ly to deliver coupons.

SMARTPHONE APP: Upgraded in summer of 2017 to allow users to add, browse, search and redeem Cartwheel coupons. Other functionality includes store-specific maps, category searches and inventory checks. Also lets users access REDCard and gift registry accounts.

CO-OP ADS: Includes ads on mobile apps.

OTHER: The retailer plans to add a mobile payment function that will allow REDcard card-holders to simultaneously redeem Cartwheel deals and charge their card by scanning the mobile app at checkout.

IN-STOREINTERNET-ENABLED KIOSK: Provide access to Target bridal, baby and college registries.

DIGITAL TV: Channel Red runs on TV wall and screens in entertainment and pharmacy in select stores. Location-specific, content-driven (and preferably integrated) brand advertising.

LOCATION-BASED OFFERS: Mobile app will soon include a store map that will depict a shop-per’s location and highlight Cartwheel deals nearby.

BEACONS: Hundreds of stores are being updated with beacon-enabled LED lights.

WALMART.COMDISPLAY ADVERTISING: Extensive oppor-tunities throughout site include home-page placement (ad partner: Triad Retail Media) and “Sponsored Products” recommendations.BRAND SHOWCASES: Long-term promo-tional pages let brands change out content periodically. Often supported by display ads on site and in emails.THEMED CONTENT: National brands spon-sor seasonal and topical destinations.CATEGORY PROMINENCE: Brand graphics illustrate category-level menus, seasonal carousel ads.

OTHER INTERNETPROPRIETARY PLATFORMS: “Savings Catcher” tool lets shoppers submit receipts to receive price-match refunds. “Savings Spotter” browser extension presents Walmart’s price for products viewed elsewhere.EXTERNAL WEBSITES: Ecommerce sites such as Jet.com.CO-OP ADVERTISING: Ads with top man-ufacturers drive traffic to walmart.com from consumer sites.PAID SEARCH: Generic seasonal terms and product categories along with sponsored listings for specific brands. Includes co-op ads on brand-name searches.INFLUENCERS: Walmart has moved beyond its network of mom bloggers to larger-scale, campaign-specific partnerships, often in conjunction with brand partners.

DIGITAL COUPONSA printable coupons area on walmart.com con-tains some 200 offers (via Quotient) for in-store purchases; includes a list of “featured brands.”

EMAILPeriodic emails contain brand graphics to illustrate product categories and seasons.

SOCIAL MEDIAFACEBOOK: Numerous updates present re-tailer campaigns, exclusive products, seasonal items, recipes, DIY tips and shopper photos.

TWITTER: Tweets showcase some of the same activity as Facebook updates, as well as deals/promotions and retweets from partner accounts. Secondary accounts present info on corporate initiatives.

OTHER: Also active on YouTube (for seasonal campaigns, how-to’s and meal ideas), Instagram and Snapchat (sponsored lenses/filters). Activity on Pinterest, Google+, Vine and Flickr has ceased.

HASHTAGS: Increasingly employed to increase campaign reach.

MOBILESMARTPHONE APP: Includes carousel and display ads. Growing functionalities let users access Savings Catcher as well as money services; complete transactions via Walmart Pay; refill prescriptions; build a Smart Shopping List to keep a running receipt total; view local-store inventory, prices and ads; use a QR code reader; share a wish list; access one-hour photo services and gift registries; check prices; and check-in to pick up online orders.

IN-STORESCAN-AS-YOU-GO/SELF-CHECKOUT: Walmart is reintroducing the updated func-tionality in a growing number of stores.

DIGITAL TV: Walmart Smart Network runs customized ads targeted by store, day, time and in-store position (entrance, perimeter, dedicated endcap or TV wall). Placement is targeted by geography, store-level demo-graphics and weather.

LOCATION-BASED OFFERS: Employs geo-targeted pop-up notifications.

QR CODES: P-O-P materials occasionally link to content on walmart.com.

AUGMENTED REALITY: Used periodically for retailtainment and employee training.

TOUCHSCREENS: Provide access to an expanded selection of products on walmart.com in select stores.

COSTCO.COMDISPLAY ADVERTISING: Home page carousel spotlights brands available for online purchase; “Buyer’s Picks,” “Best Sellers” and “sponsored items” sections offer prominence; display ads from national brands direct shoppers to brand showcases or lists of products available from that brand and their product pages.

BRAND SHOWCASES: Occasional brand page presents purchase decision-aiding attributes.

THEMED CONTENT: Little more than back issues of monthly Costco Connection magazine.

CATEGORY PROMINENCE: Display ads on category pages link to brand pages or shops and often are aligned with offers in monthly mailer. Themed e-commerce shops depict national brands as leaders.

OTHER INTERNETEXTERNAL WEBSITES: Digital edition of Cost-co Connection is enhanced with video, audio and links from brand ads to the e-commerce site.

DISPLAY ADVERTISING: On rare occasions, the retailer promotes store openings through digital ads on the websites of local news organizations.

CO-OP ADVERTISING: Infrequent use has included top manufacturers and obscure brands.

DIGITAL COUPONSThe monthly member mailer is always supple-mented with scores of online-only deals; offers from the mailers are automatically redeemed online at checkout.

EMAILWeekly emails spotlight offers on national brands and private labels or focus on a specific category, in which key brands receive a leaderboard ad. Emails are also deployed when new online only offers are available.

SOCIAL MEDIAFACEBOOK: The most active of the platforms it uses. Occasional product-specific posts are usually overwhelmed by community building messages

and Kirkland Signature plugs.

INSTAGRAM: When not brand agnostic, imag-es tend to spotlight Kirkland products. National brands are singled out about once a month.

PINTEREST: A variety of category-specific and seasonal boards link to e-commerce pages for private label and national brand products. A “New on costco.com” board spotlights online exclusive SKUs.

MOBILETEXT ALERTS: Subscribers get up to eight alerts per month on new products, deals, promotions and other info.

SMARTPHONE APP: Members can use the app to browse offers from the monthly mailer, create a shopping list and purchase items available on costco.com. The app also lets users locate the nearest store and fill prescriptions. Costco Connection has its own app.

IN STOREDIGITAL TV: Demonstration models in the TV department air custom content and paid advertising (from PRN).

SAMSCLUB.COMDISPLAY ADVERTISING: Exclusive brand programs or new product launches can earn a home page carousel ad; paid media opportu-nities (handled by Triad Retail Media) include top-of-the-page display ads. Paid ads are also positioned throughout the site.DAILY DEALS: The retailer’s “Shocking Values” program spotlights six to nine products that are up to 60% off. Offers change daily.BRAND SHOWCASES: Numerous promo-tional showcases for major manufacturers, with activity especially heavy during the holidays and peak shopping occasions. Promoted through display ads across the website and in emails.CATEGORY PROMINENCE: A “More to Explore” tab frequently depicts national brand products alongside categories. Paid ads regular-ly spotlight brands on category pages.THEMED CONTENT: Brands supply content for several permanent, category-focused microsites.

OTHER INTERNETEXTERNAL WEBSITES: Collaborative pro-grams sometimes involve dedicated microsites; seasonal microsites can incorporate brand-sup-plied recipes and cooking videos.BLOGGER OUTREACH: Enlists heavy blogger support to tout club offerings such as Club Pickup and plug seasonal promotions.PAID SEARCH: Ads target prospective mem-bers and small business owners.CO-OP ADVERTISING: Collaboration with CPGs is common and often includes seasonal promotions and deals.

DIGITAL COUPONSCalls monthly promotional booklet “Instant Savings” to denote there’s no need for coupons. Using member purchase data to define key audi-ences, the retailer also works with brands to send members personalized digital coupons (via Triad Retail Media) through email, web and mobile.

EMAILSeveral emails per week showcase featured cat-egories - often under a seasonal theme – or the Instant Savings catalog, or club services; daily emails spotlight Shocking Values offers. Most contain paid ads linking to brand showcases.

SOCIAL MEDIAFACEBOOK: Promotes in-store sampling or health screenings, and the latest Instant Savings insert, as well as seasonal and ongoing campaigns. The retailer also operates distinct accounts for exclusive brands or as part of collaborative programs with brands.PINTEREST: Boards use seasonal themes or spotlight a particular category.

MOBILETEXT ALERT PROGRAM: Informs sub-scribers about new deals, products, and account-specific sweepstakes.SMARTPHONE APP: Serves as membership card, allowing members to view store-specific maps and Instant Savings deals, make shopping lists, buy from samsclub.com, check product availability at a local store, order via Club Pickup service, and scan QR codes.MOBILE-OPTIMIZED WEBSITE: Includes many of the same functions from the app.

IN STORESCAN-AS-YOU-GO/SELF-CHECKOUT: The reintroduced “Scan & Go” function on the mobile app allows shoppers to scan barcodes as the shop and pay through their phone.INTERNET-ENHANCED KIOSKS: Brand ads run on health screening kiosks operated by Chicago-based Higi. Separate kiosks for the retailer’s “Club Pickup” program allow members to check in for online order pickups.DIGITAL SAMPLING KIOSKS: Displays from Freeosk stock items, play brand videos and dis-pense samples to members that scan their cards.DIGITAL TV: Brand ads (with real-time updat-ing capability) run on the retailer’s TV wall.QR CODES: Custom displays commonly carry codes linking to recipes, brand showcases or seasonal microsites on samsclub.com.

AHOLD DELHAIZE.COMSTOP & SHOP, GIANT-LANDOVER AND GIANT/MARTIN’S

DISPLAY ADVERTISING: Carousel and display ads on chain home pages promote retailer-driven programs, private label SKUs and digital coupons.AMPLIFIED CIRCULAR: Shoppers can click on products to add them to a shopping list.

OTHER INTERNET The retailer promotes its products and sales through video ads on consumer websites. Some spots call out major national brands.

DIGITAL COUPONS Coupons are customized based on loyalty data and are available through a dedicated page within chain websites.

EMAIL Weekly newsletters deliver seasonal recipes and product offers to loyalty cardholders, the latter including download-to-card coupons.

SOCIAL MEDIA FACEBOOK: Updates spotlight major promotions and deals on specific national brand SKUs.YOUTUBE: Cooking demonstrations and stories about suppliers.PINTEREST: Seasonally focused boards share recipes from chain websites or Savory magazine.

MOBILE Chain apps let users locate the nearest store or gas station, view the weekly circular and add products from it directly to their shopping list, find and save recipes, create a meal plan, view year-to-date savings and reward points, and load coupons to their loyalty cards.

IN-STORE The Scan It! mobile application lets shoppers scan barcodes and bag items as they shop, provides personalized offers and access to self-checkout.

FOOD LIONDIGITAL COUPONS The “MVP Savings Hub” operated by Quotient hosts coupons for private label products and national brands that can be printed at home or downloaded onto loyalty cards.

EMAIL Loyalty cardholders receive a “Your Weekly MVP Specials” email that spotlights digital coupons and current promotions and links to a preview of the digital circular.

MOBILE SMARTPHONE APP: Gives shoppers access to coupons and lets them use the app in place of their loyalty card at checkout. It also has a built-in barcode scanner that can be used to create shopping lists and contains a store navigator, which shows which aisle a product can be found in.THIRD PARTY APPS: Through a partnership with Ibotta, shoppers who use their MVP loyalty card have their purchases of eligible products verified automatically, eliminating the need to take a photo of their receipt.

HANNAFORDDIGITAL COUPONS Hundreds of printable coupons for national brand products via Quotient.

SOCIAL MEDIA FACEBOOK: Updates link to digital coupons, circular features or Fresh magazine articles, promote in-store events, or support contests and sweepstakes that regularly earn their own tabs.TWITTER: Employees monitor the feed to answer questions.

MOBILE Mobile-optimized website: Provides a version of the weekly circular, shopping list functionality, a recipe library, a store locator, a way to buy and send gift cards, and a form for ordering party platters and cakes.

Notable activity at other chains

OTHER INTERNETBLOGGER OUTREACH: Chains enlist various food and parenting blogs to tout sweepstakes, promotions and recipes incorporating private label SKUs.

ALBERTSONS.COMDISPLAY ADVERTISING: Rotating ads on chain websites spotlight sweepstakes, recipes, seasonal promotions and services. National brands are typically only pictured as part of retailer-led campaigns. However, display and banner ads for brands are plentiful and often link to showcases within the website.

THEMED CONTENT: Local brands earn the most attention through videos and other content. National brands are sometimes included in recipes.

CIRCULAR: Pop-up detail boxes let viewers add items to a shopping list.

PROPRIETARY PLATFORMS: Just For U and MyMixx coupon programs deliver personalized offers weekly to millions of members online.

DIGITAL COUPONSSome 300 weekly digital coupons offered on chain websites and through dedicated mobile ap-plications; MyMixx digital offers via Quotient for some chains; Just For U digital coupons for others.

EMAILWeekly emails to subscribers typically highlight deals on produce and MyMixx/Just for U offers, while linking to the circular. Monthly newsletters focus on healthy eating and include national brands in recipes. Missives also support retail-er-wide promotions.

SOCIAL MEDIAFACEBOOK: Usage varies widely by chain, but national brands typically earn exposure through updates that support nation-al programs, retail-er-wide overlays to national programs, and chain-specific promotions. Many chains are now using Facebook Live broadcasts to support local promotions and store openings.

TWITTER: Activity mirrors Facebook updates. Chains also re-tweet customer praise, updates from community organizations and respond to shoppers’ complaints.

INSTAGRAM: Consists mainly of recipes as well as private label product and fresh food spotlights.

PINTEREST: Boards generally consist of brand-agnostic recipes, but several chains have produced manufacturer-specific boards in the past.

MOBILEMOBILE OPTIMIZED WEBSITE/SMART-PHONE APP: Each chain has a mobile-opti-mized website and app where shoppers can view the circular and scan packaging barcodes to build lists.

MYMIXX/JUST FOR U: Members can view and select their person-alized deals through a sepa-rate application.

DELIVERY APP: Chains that offer delivery service operate separate applications that allow users to place orders by scanning barcodes or by purchase history.

MOBILE RX: The retailer rolled out a new application in 2017 that lets patients place refills, locate pharmacies across its network of banners, and view pharmacy offers.

IN STORELOCATION-BASED OFFERS: App maker in-Market (Checkpoints, List Bliss) installed Apple iBeacons in select stores to send contextual notifications to its user base.

KROGER.COM

DISPLAY ADS: Home pages utilize rotating carousel ads to promote company-wide and banner-specific programs.

AMPLIFIED CIRCULARS: Shoppers can click on items to build a printable shopping list.

OTHER INTERNETPROMOTIONAL WEB PAGES: Operated by Brisbane, CA-based You Technology, they are used to host seasonal programs. Brands can participate through instant-win games, digital coupons and recipes.

DEDICATED WEBSITES: Private labels Comforts for Baby, Simple Truth and Private Se-lection have their own sites. Kroger also devotes websites to its three major cause campaigns: Bringing Hope to the Table, Honoring Our Heroes and Sharing Courage. Brands can receive pages on those websites by participating in fundraisers.

DISPLAY ADVERTISING: Digital ads run daily to spotlight both seasonal promotions and weekly deals. The majority run on the websites of the same local and regional newspapers in which its runs print advertising. However, the re-tailer has staged some co-operative efforts with major manufacturers via networked ad buys.

BLOGGER OUTREACH: Kroger enlists bloggers to promote seasonal campaigns, often doling out store gift cards to be used as sweepstakes prizes.

DIGITAL COUPONSChain websites present roughly $600 worth of digital coupons from national brands each week. The value increases during major seasonal events, for which digital coupons are a signifi-cant purchase driver.

EMAILSAVINGS & SALES: Thursday emails link to the digital circular, recipes and digital coupons, calling out deals on some brands.

FRIDAY DEALS: Friday blasts deliver the “Free Friday Download” – a digital coupon for a free SKU – and plug up to two retailer-driven promotions.

THIS MONTH’S MAIN DISH: A monthly e-newsletter that links to cooking videos, recipes and seasonal guides on the retailer’s “Inspired Gathering” microsite.

SOCIAL MEDIAFACEBOOK: Chain pages promote digital coupons, retailer campaigns and recipes. Some chains also post weekly circular previews and promote local events, sports sponsorships, cause campaigns and store services. Periodically hosts short-term sweepstakes where consum-ers enter by commenting on specific posts. Updates are typically posted once per day.

TWITTER: Activity largely mimics Facebook updates.

PINTEREST: Boards deliver recipes plus entertaining and craft tips from bloggers and the retailer’s website.

INSTAGRAM: Chain-level accounts share rec-ipes, plug primarily private-label products, post seasonal messages and repost images taken in stores from other accounts. The channel is frequently used to host short-term sweepstakes.

YOUTUBE: Kroger regularly posts cooking demonstrations punctuated by videos promot-ing its suppliers or major campaigns. Although each chain has its own channel, all videos have come from corporate.

MOBILESMARTPHONE APP: Lets users view weekly circulars, create a shopping list using a barcode scanner or by searching for product, track fuel points accrued through rewards program memberships, find items in store by aisle, order prescription refills, browse the same digital coupons available on Kroger’s website and load them to their card and check a gift card balance.

PUBLIX.COMDISPLAY ADS: National brands are depicted on the home page carousel ad only when part of a major campaign or program.

ENHANCED CIRCULAR: Allows shoppers to add products to their shopping list or print cou-pons. Shoppers can also sort the circular’s content and see only coupons, BOGO deals or discounts on private label products or specific departments.

OTHER INTERNETTHE PUBLIX CHECKOUT: Launched in 2016, the blog shares posts several times a week covering recipes, community initiatives, health and wellness, sustainability, entertaining and other topics.

CO-OP WEBSITES: Given the lack of brand presence within publix.com, many manufactur-ers have taken to creating dedicated websites for account-specific promotions and coupons. Procter & Gamble started savingspg.com, Gen-eral Mills created readyplansave.com, and Kraft Heinz Co. operates stockingspree.com with help from P&G, PepsiCo and Mondelez International.

DIGITAL COUPONSIn the absence of loyalty cards, Publix’s digital coupons program is linked to the shopper’s phone number, which is provided at checkout to redeem the offers. Shoppers receive a weekly email with personalized digital coupons based on their shopping history.

EMAILPUBLIX WEEKLY UPDATE: Sent on Wednes-day, the email links to the weekly ad and plugs new store programs and products.

HEALTH & WELLNESS: Provides relevant tips and recipes.

APRONS SIMPLE MEALS: Links to recipes and cooking videos.

WINE PROGRAM: Links to articles about wine within publix.com and promotes category sales.

PAWS: Offers a monthly pet care tip and links to exclusive coupons for pet products.

SOCIAL MEDIAFACEBOOK: Updates once or twice each day link to blog posts, press releases or recipes, or tout cause activity.

TWITTER: Activity mirrors Facebook.

YOUTUBE: Primarily posts cooking videos through its Aprons program, but also shares TV spots and videos touting its cause activity and services.

INSTAGRAM: Posts several times each week sharing a mix of historical photos, recipes, and images promoting its prepared foods and seasonal campaigns.

PINTEREST: Boards are primarily seasonally focused, sharing a mix of recipes and tips for crafts or party planning. The retailer has also used the channel to host photo contests.

MOBILESMARTPHONE APP: Lets users view store-specific circular ads, add items to a shop-ping list by browsing the circular, searching a list of products or typing in an item, view Aprons recipes and refill pharmacy prescriptions.

DIGITAL COLLABORATION PLAYBOOK p2pi.org

Published by:

The Shopper MarketingOctober 2017