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Duane Reade elevates magazine content via mobile

duane reade

New York drugstore chain Duane Reade is enlisting mobile to help promote its new branded in-store magazine, Happy & Healthy.

Duane Reade is incorporating SMS calls-to-action into the Happy & Healthy’s static pages to kick off the magazine’s inaugural issue. Duane Reade is also incorporating more QR code and check-in initiatives into the mix for the holidays.

"Due to our store concentration within the New York metropolitan area including our major footprint in Manhattan, we are keenly aware many of our customers are eager to engage with us via smartphones and other mobile devices," said Calvin Peters, public relations and communication manager at Duane Reade, New York.

"By including engaging mobile promotions like the Happy and Healthy 'Text 2 Win’ and amplification channels via our “Get Social” QR codes that are visible in all Duane Reade locations, we get a leg up in reaching our customers on a medium they are naturally using and communicating with on a daily basis," he said. 

Walgreens-owned Duane Reade claims to be the largest drugstore chain in New York with more than 250 locations.

Reader interaction
The new Duane Reade Happy & Healthy magazine replaces the company’s previous publication — the Duane Reader.

Consumers can pick up a copy of the magazine at any Duane Reade location and use their mobile device in-store to interact with content.

Consumers can then text in answers to questions that can be found in the magazine to win prizes. The calls-to-action prompt users to text the keyword HAPPY to the short code 35350.

Users will then receive up to four text messages per week and will be entered to win both weekly and grand prize packs for correct answers.

Duane Reade will award one winner $6,000 and a weekly getaway prize package. Weekly $100 Walgreens gift cards will also be given out to consumers.

With consumers increasingly reading magazines with their mobile device, Duane Reade is smart to promote its magazine with SMS elements. By incorporating both, the company is able to reach a wide group of both smartphone and feature phone users.

Additionally, the magazine serves as an in-store shopping guide and lets consumers learn more about products.

Mobile initiatives
Duane Reade has been ramping up its mobile footprint, especially around QR codes.

Earlier this year, the company plastered mobile-enabled window stickers across the doors of its stores.

The initiative helped the brand build up its social media following and (see story).

QR codes will continue to be promoted on store doors and with in-store signage.

Additionally, check-in efforts that tie foursquare and mobile bar codes will be used this holiday season.

Here is the foursquare check-in

Social media and mobile go hand-in-hand and by offering users a reward by scanning a QR code — such as a reward tied to checking-in — consumers will be more likely to come back in the future.

"We believe mobile will play a big role within our 360-degree social marketing approach, not only combining QR codes within our publications and in-store with strategic SMS campaigns, but strategically tying these elements into our key social engines that play as drivers to our mobile initiatives as well," Mr. Peters said.
"We utilize our signature Duane Reade VIP Blogger Team for various amplification efforts corporate-wide, but they also serve as a key tool in communicating mobile initiatives within our “Get social” campaign," he said.

"Our team of New York social influencers and Duane Reade brand advocates engage in real shopping experiences and vendor events where they educate customers via social channels on where and how to experience social items like Duane Reade QR codes and SMS initiatives. These real-shop tactics generate more organic activity on our social channels and community."

Final Take

Lauren Johnson is associate reporter on Mobile Marketer, New York

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Lauren Johnson is associate reporter on Mobile Marketer. Reach her at lauren@mobilemarketer.com.

Related content: Software and technology, mobile, mobile marketing, Duane Reade, Calvin Peters

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