Rite Aids Glam Incentives

Incentive: Merchandise

Rite Aid’s Glam Incentives
April 22, 2009
The store chain uses Glam Camp promotions to attract teen shoppers

Rite Aid stores, working with Cosmetic Promotions Inc (CPI), is putting a little glamour into its consumer incentives. For the second year, CPI sends young models along with high-value giveaways to targeted events happening in five of Rite Aid’s strongest markets that match up with a high teen population. The giveaway is a custom designed “Glam Camp” duffle bag that contains 12 beauty product samples and coupons from Rite Aid’s vendors such as Clearasil Daily Face Wash, Colgate Max Fresh Toothpaste and Got2Be Smooth Operator Hairspray. The Glam Camp bags are also a gift themselves as they are a pink and black small duffle bag with a hip logo that can be re-used for school, events, or hobbies.

This year, the Glam Camp worked with local radio station 94.5 WPST’s Prom Expo, which took place on March 22nd in Hamilton, NJ. The first 500 event attendees to arrive received the free Glam Camp Bag, and the event was promoted heavily in advance on the radio as well as on the WPST Web site. In addition, there was a “Pimp your Prom” contest, which offered WPST listeners a chance to win a complete prom package for five couples including limousine, dresses, tuxedos, makeover and spa services. Vendors and sponsors also had the opportunity to showcase their business, products and services.

Another popular event is the annual US Spirit Cheerleading Event held in Columbus, Ohio this past March, which had a target audience of teen girls 15 to 19 years of age. The Glam Camp bags were handed out over the three days of competition to 1500 attendees. The Rite Aid message was promoted via banners at the event to over 3500 participants and almost 8000 spectators.

“The girls absolutely loved receiving the Glam Bags and the moms liked the idea that it wasn't the usual "junk" but rather items the girls need and will put to good use,” says Jen Schenck, US Spirit Coordinator. “The free Glam Bags added much enthusiasm to our already excited cheerleaders.”

The Glam Camp program has been very successful for Rite Aid and their vendors. One vendor’s Web site hits increased 244 percent after the first bag distribution and continue to grow with each event.

“I can always tell when the bags have been distributed because I get so much web traffic the next few days,” says Jesse Lawrence of Jesse’s Girl, an exclusive Rite Aid brand of cosmetics.

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