Finding the Right Mix of Amazon Search and Display for Rite Aid
National pharmacy chain, Rite Aid, partnered with CPC Strategy in late 2019 to manage their Paid Search strategy. However, when Elite SEM acquired CPC Strategy and the rebrand to Tinuiti occurred, Rite Aid decided to leverage even more of our full-funnel services. When it came to launching their own brand on Amazon, Rite Aid aimed to accelerate consideration for their Rite Aid Pharmacy products in key strategic over-the-counter (OTC) categories.
Our Commerce Media team put together a comprehensive Paid Search and Display plan that would scale growth by managing spending levels and return potential. This involved an active partnership with the Rite Aid team to ensure we were maximizing profit potential by focusing on the right mix of categories and products.
Our partnership with Tinuiti has accelerated our approach on how we access customers who are seeking better health outcomes on Amazon. The team has demonstrated a consistent ability to use real-time insights to drive action and deliver incremental gains, increasing consideration and share for Rite Aid Pharmacy products.
Chris Min
GM Digital Revenue & Partnerships
Results
+10%
Average Purchases
+11%
Average Views
*Q4 of 2021 and into 2022
How We Did It
The teamwork between our Commerce Media experts and Rite Aid was instrumental in the success of the business on Amazon—specifically, a system of checks and balances at the product level that ensured media would drive more profitable sales.
The Commerce Media team wanted to strategically feed the succeeding steps in the media plan–a true crawl, walk, run approach. We incorporated Display when Paid Search began to maximize efficiencies and increase page views. This was done by establishing a foundation with PPC sponsored ads, then leveling up with Amazon Sponsored Brands Video to use site, sound, motion to convey product important to customers
To align with business goals, Rite Aid and our team had constant conversations and iterations on how products should be supported through media. This was evaluated at a product/subcategory level as we partnered closely with Rite Aid to ensure the correct products are being focused on, whether it be due to profitability, in-stock rates or upcoming promotions. This constant line of communication was instrumental to the success of the business on Amazon.
After the Paid Search campaigns were running and being optimized, our team leveraged Amazon’s Demand-Side Platform (DSP) to layer in low to mid-funnel activations for high-focus products/subcategories. This allowed us to expand into in-market targeting and extend the reach for comparable products from competitors. This included targeting name brand products/keywords/storefronts with over-the-counter (OTC) private label products from Rite Aid.
Rite Aid trended higher than similar brands on Amazon beginning April 2021 and continues to sustain that trend line. While remaining within 10% of total sales to keep margins positive, media spend increased and heightened in Q2/Q3 of 2021–this is directly related to more views for Rite Aid products and an increase in purchases.
See Our Success Stories
