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10 December 2021
Vaccination location boost to retailers
Brand managementUnited States
US retailers offering a range of marketing incentives to encourage people to come to them to get COVID-19 vaccinations are seeing increased footfall and sales.
In recent weeks, vaccines have been authorised for younger children and booster shots recommended for all those over 18, and messaging around this is building.
Why it matters
As well as pharmacies like Walgreens and CVS, store chains like Sam’s Club, Kroger and Target are tapping into demand for vaccination boosters. Temporary memberships, coupons and prizes are among the tactics being deployed to spark sales once consumers are in-store and to drive repeat visits.
“Most people start off with the view they’ll go in, get the vaccination and come out again … it’s the job of the retailer to convert them once they’re in there” – Neil Saunders, managing director at GlobalData Retail, speaking to Ad Age.