CLIENT: Rite-Aid
VERTICAL: Pharmacy
Rite Aid had over 2,400 brick-and-mortar locations, plus a centralized ecommerce store. It had a strong presence in paid search, but their strategy was fragmented.
THE CHALLENGE
Campaigns were siloed, focused only on lower-funnel search ads and traditional shopping campaigns, and didn’t reflect the full scope of their retail and consumer healthcare offerings. They needed a unified strategy to support:
- In-store customer traffic and weekly promotions
- E-commerce growth COVID-19 and flu vaccine appointment scheduling
- Brand visibility in competitive markets
GOALS
- Drive In-Store Visits Through Localized Campaigns
- Integrate Retail and Healthcare Objectives into a Unified Strategy
- Improve Return on Ad Spend (ROAS) Across Channels
OUR SOLUTION
Rite Aid partnered with Xtropy to develop a full-funnel strategy aligned with their retail and health services priorities. We:
- Expanded beyond search and traditional shopping ads to include Performance Max, Display remarketing, TrueView YouTube ads, and Discovery ad campaign tactics
- Created targeted audience segments based on store proximity, past engagement, and health behavior triggers in order to serve the correct messaging to the right people
- Shifted budget dynamically between channels based on performance, seasonality, and in-store promotions
THE RESULTS
- Built and scaled COVID-19 vaccine campaigns to several million dollars per month in ad spend investment
- 2.6x lift in store visit conversions from branded and local campaigns 73% more efficient ROAS across digital spend
- Seamless coordination between retail and healthcare goals in one paid media strategy