OPERATIONS

Duane Reade finds ROI and engagement success on Twitter

BY Marianne Wilson

New York — New York City drug store Duane Reade, a division of Walgreens, on Tuesday celebrated an important social milestone — surpassing one million followers on Twitter — with a gala event at the chain’s flagship on Wall Street. From September 2012 to date, the regional retailer has organically grown its Twitter following by 6,709%, making it one of the fastest-growing accounts on Twitter year over year. With 1.1 million followers at latest count, the chain is believed to be the most followed retailer in the drug, food and mass arena.

“Duane Reade went from 10,000 followers last July on the platform to one million currently,” said Chris Riedy, senior sales manager, Twitter. “That really is a significant accomplishment. “

The drugstore chain has averaged a 4% engagement rate for “Promoted Tweets.”

“That’s very very strong,” Riedy said. (The industry average is 2%.)

Riedy credited three crucial elements for the chain’s success in growing its Twitter base.

“They had an outstanding team…the team was able to put in place an authentic voice…and the team understood how to leverage the Twitter ad platform,” he explained.

Reedy noted that Duane Reade has been successful in using social media not only to drive engagement but also to drive sales. He cited the Duane’s Reade’s “Show Us Some Leg” social amplification vendor campaign, which bolstered ROI, including a 28% lift in sales of the chain’s legwear. (Post campaign performance numbers for the vendor have been equally impressive, with sales up 21% year-over-year as of July 2013, according to Duane Reade.)

“The marketing power of Twitter cannot be overestimated,” said Calvin Peters, digital communications manager, Duane Reade.

Duane Reade has developed an “always on” Twitter Ads strategy that is driven by consumer-generated media and is integrated across channels to connect with new audiences — and keep existing followers engaged.

“Our goal has been social community building and expanding relevant engagement to enhance our overall experience,” said Calvin Peters, digital communications manager, Duane Reade. “Achieving this while also creating social communication vehicles that can generate tangible ROI results for both corporate and vendor initiatives have proven successful.”

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SMS Assist appoints former Wal-Mart exec as VP, client services

BY Staff Writer

Chicago — SMS Assist announced the appointment of Michael L. McMath as VP of client services for the Chicago-based technology-driven facilities maintenance and management company.

McMath previously held senior positions at Wal-Mart Stores, Alcoa and Compass Group.

McMath, 56, brings more than 30 years of leadership experience in corporate-level facilities management, contracting and procurement to his new position. He effectively managed annual maintenance budgets of more than $1 billion while working at three leading public companies, where he designed and implemented innovative cost savings plans that included inventory reduction, labor efficiency programs and process redesign initiatives.

“Michael’s facilities management expertise is second to none and perfectly meshes with our cost-effective, transparent delivery platform,” said Michael Rothman, SMS Assist CEO. “With his breadth of experience, which ranges from multi-unit retailers to industrial plant manufacturing, he understands our clients’ diverse needs and develops solutions that exceed their expectations.”

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Dentco names national sales manager

BY Staff Writer

Dewitt, Mich. — Dentco, a leading exterior services management company, has appointed David Arthur to serve as its new national sales manager.

Arthur comes to Dentco with 12 years of sales experience, which includes direct sales, product knowledge, forecasting, and vendor relation proficiency. More recently, Arthur was an architectural sales manager for six years, in which he coordinated sales for commercial jobs, negotiated pricing, and managed marketing efforts.

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