MARKETING/SOCIAL MEDIA

Report: Google tracks Web ad influence on in-store purchases

BY Dan Berthiaume

Mountain View, Calif. – Google is reportedly piloting a service known as In-Store Attribution Transaction Reporting in AdWords that lets retailers compare how their AdWords Internet search campaigns affect in-store sales. According to the Wall Street Journal, the service matches data from anonymous tracking cookies to in-store sales data provided by technology providers including DataLogix, Acxiom, LiveRamp, and Epsilon.

AdWords allows companies to place ads next to select search results and pay for click-throughs. The pilot Google program, which includes Michaels Stores Inc. and several other unidentified retailers, match anonymous numbers assigned customers to their personal profiles and purchase histories that are collected through various loyalty and marketing programs.

Thus retailers can be notified when someone who clicked through an AdWords advertisement made an in-store purchase, without the customer’s specific identity being revealed. This allows Google to give retailers an idea of how many in-store sales individual AdWords advertisements generated.

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MARKETING/SOCIAL MEDIA

Whole Foods Market named best brand on Pinterest

BY Marianne Wilson

Austin, Texas — Whole Foods Market claimed the honor for best brand on Pinterest at the Shorty (the Shorties) Awards on April 7. The Shorties are an annual awards event that honors the best short-form content creators on Twitter and on other social media sites.

Whole Foods Market joined Pinterest in 2011, and currently has 180,000 followers.

“At Whole Foods Market we are always looking for new ways to reflect the immersive visual experiences of our retail spaces in an authentic and compelling way in our visual spaces,” said Natanya Anderson, social media coordinator for Whole Foods Market. “Pinterest provides us a unique opportunity to create a strong connection with our customers through visual story telling in a way that they want to collect and experience time and again – a unique value proposition of the digital world. We’re thrilled to receive the Shorty Award because it validates our main digital marketing approach of establishing online communities with our customers focused on shared values and passions.”

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News

Walgreens now offering expanded travel health services

BY CSA STAFF

Walgreens is now offering expanded travel health services, including immunizations and consultations, to support the nearly 60 million annual planned trips by U.S. residents venturing outside the country.

“Our pharmacists frequently interact with patients as they plan travel, and this is another way we can provide personalized services to help them best prepare and stay well while abroad,” said Jack Cantlin, Walgreens divisional VP, retail clinical services. “In addition to immunizations, there’s a lot of pertinent health information people need when traveling to other parts of the world. By expanding our travel health services and spending more time with patients, Walgreens can serve as a convenient resource for all international travel needs.”

Walgreens travel health consultations are private appointments tailored to each individual’s personal medical history, travel destination and other informational needs. Consultations include travel itinerary review and recommendations on immunizations, prescription refills and over-the-counter medications. Patients can select between a 15-minute consultation or the 30-minute consultation inclusive of immunization and medication refill recommendations, a personalized travel health report and development of reference and vaccination documentation required for travel in a number of countries. Prices for consultations vary and start at $19.99.

Travel health consultations and immunizations are available at select stores during pharmacy hours with a scheduled appointment. Pharmacists use published travel guidelines that are updated daily to provide travel health information.

Travel immunizations are widely available at more than 5,000 Walgreens stores in 41 states. Full travel consultations, which can include immunizations and other services, are currently offered at 1,500 locations, Walgreens reported.

Travelers also can schedule an appointment for travel immunization only. Walgreen’ suite of travel immunizations includes Hepatitis A and B, Japanese encephalitis, polio, rabies, typhoid and Yellow fever.

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