The Beauty of In-Store Targeting

This weekend I went to Safeway, and among the random things on my list was Drano (to fix a slow draining shower issue). While my slow draining shower isn't that interesting, what was interesting was the Catalina coupon delivered to me upon check out. Now, in addition to you folks, Roto Rooter also knows that I had a drainage issue and are offering me $25 off there services. Is this wildly innovative? no just smart.

In the online world, there is constant banter around behavioural targeting and contextual targeting. Both these methods of "finding consumers" are very smart. However, thinking about an offline application of these same principles, the store provides interesting possibilities as well. Like everything else in marketing, this will only work for a finite number of products or services, but the consideration should always be there. Should a salon chain put something on shelf in front of the hair color if they can make a competitive offer? Why not, again messaging and offer will be important, but the fact that Roto Rooter thought to target people in the store buying Drano means that folks are already thinking this way. Very encouraging.

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