HEALTH: COUGH-COLD AND FLU
Technical Targeting Cough-cold/flu remedy suppliers emphasize digital touchpoints and promotions By Debby Garbato
Undoubtedly, COVID-19 has dramatically altered the shopping journey, with more consumers researching in-store purchases online or utilizing a wider array of digital purchasing options. The shift is more pronounced among OTC cough-cold/ flu remedy suppliers, which have had to revamp marketing practices in a category typically purchased in store at time of need. E-commerce partnerships with major retailers have taken center stage. Emphasis is on banner ads, digital gift bags, enhanced search, mobile-friendly functions, and quick purchasing and delivery. Some suppliers have even invested in technologies that track consumers’ physical whereabouts, letting them optimize the timing of messages. “Numbers of touchpoints have increased dramatically,” said Art Rowe-Cerveny, vice president of marketing at PharmaCare US. “There’s Amazon, online ordering, phone ordering, curbside pickup, Instacart, etc. Touchpoints must be serviced from a promotional viewpoint. Are we providing coupons when shoppers log onto a retailer’s
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According to eMarketer, the CPG industry’s 2021 digital ad spend increased to $30.56 billion.
site? Do store promotions transfer online? We must also promote on a sponsored product search level, since all retailers use thirdparty data. Before, mainly Amazon and Walmart did. But COVID was an accelerant, changing the landscape.” According to eMarketer, the CPG industry’s 2021 digital ad spend increased 31.7% to $30.56 billion. Among CPG suppliers, 71.4% purchased mobile ads, with spending totaling $21.83 billion, a 32.4% increase. Until recently, digital spending by cough-cold/flu product suppliers was limited, said Randy Burt, a managing director at Alix Partners’ consumer products practice. “It’s a ‘need now’ category. E-commerce and digital were underdeveloped. Today, all the touchpoints and shopping journeys make it more challenging. You need the right email communication, social media and ability to interrupt consumer interactions and drive awareness.”
January 2022 DRUGSTORENEWS.COM
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