Duane Reade

About

Client
Duane Reade

Deliverables
Branding
PR
OOH
Print
Media Buying
Media Planning

Challenge

Challenges
Heavy density
Store and merchandise deteriorating
Low customer service rating
Few customer options
Aggressive competitors

Strategy

Our strategy focused on 3 main pillars.

Develop a clear break from the past: introduce a new Duane Reade to shift consumer perception

Create emotional relationships with current and new customers to identify with them on a human level built around a brand positioning of “New York’s daily living store where shoppers will find everything they need for urban living”

Develop a brand identity and messaging for Duane Reades private label “Delish” to introduce new product offerings that could be found exclusively at Duane Reade- inviting a new type customer and increasing check size beyond the pharmacy

Introduce and revamp the customer rewards program to build brand loyalty, customer satisfaction and repeat purchase

Media Plan

Our media plan focused on OOH for it’s broad reach and efficiency, contextual placement to drive in-store purchase and strategic placement for awareness vs. product offering based on consumer consumption behavior. Continuity in overall branding with a focus on messaging relevancy for distinct locations throughout NYC was carefully managed, while the media mix was continually optimized throughout the campaign to maximize ad spend