CVS Launches Revolutionary Online "myWeekly Ad" Sales Circular
By Anna Rose Welch, Editorial & Community Director, Advancing RNA
CVS revamps paper circular to emphasize personalization, enhance the customer experience
CVS has announced the launch of myWeekly Ad, a digital weekly sales circular, powered by the CVS ExtraCare loyalty program, that provides personalized sales ads for each customer. Instead of having to browse through an entire paper circular to find relevant offers, customers can now sign up for myWeekly Ad and be informed immediately about which of their favorite items are on sale, as well as browse through items that might be of interest based on their personal shopping history. This new program also enables customers to find their personalized ExtraCare savings and rewards in one place, informing them of all their available offers before they begin shopping.
Personalized Target Marketing
CVS holds the record for having the longest living (more than a decade) and largest loyalty program in the drugstore channel with more than 70 million cardholders. Current cardholders, as well as new members, can register for myWeekly Ad online. Once a customer signs up for myWeekly Ad, he/she will have access to many features that are attuned to his/her buying behaviors. For instance, the “Your Deals” feature highlights the deals on products the customer regularly purchases. Similarly, the “myShopping List” feature allows customers to create digital shopping lists that also include the location of each item in the customer’s preferred store location.
According to Rob Price, CMO of CVS, “myWeekly Ad is a convergence of technology and customer insights that revolutionizes savings. It acts as a matchmaker for our customers and their best deals.” Ultimately, through this program’s numerous features emphasizing personalization, CVS aims to prove it is a unifying shopping destination with something for everyone and that the company is devoted to recognizing the individuality of its customers.
Creating An Omni-Channel Shopping Experience
The program also emphasizes the company’s dedication to providing an omni-channel shopping experience for consumers. While circulars are traditionally a paper publication, CVS is now bringing the circular to CVS.com account holders’ desktops and mobile devices. CVS spokesperson Erin Pensa says that one of the most popular ways CVS delivered deals to customers was through the weekly sales circular, with one paper circular on record as being delivered to 45 million people. Pensa asserts that the paper circular will only be enhanced by this online expansion. Not only will the online circular provide customized deals to simplify each shopper’s experience, the online circular can also potentially reach a wider audience.
In fact, with the launch of what the company is calling “a savings revolution,” CVS has also created its new “What’s Your Deal” advertising campaign to appeal to nonsubscribers and nonmembers of ExtraCare. This ad campaign can be found online, via social media, in print, and on television.
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