Rite Aid Corp. has entered a multiyear partnership with Valassis to develop and execute in-store marketing and media programs.

Rite Aid, Valasiss, in-store marketing, media services, drug chain, Craig Riner, Michael Kowalczyk, media programs, promotion, advertising, RedPlum, shelf talker, coupon dispenser, at-shelf sampling, floor graphics

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Rite Aid enlists in-store marketing firm

September 25th, 2012

LIVONIA, Mich. – Rite Aid Corp. has entered a multiyear partnership with Valassis to develop and execute in-store marketing and media programs.

According to Valassis, a Livonia, Mich.-based marketing and media services firm, the agreement will enable Rite Aid to create a consistent look for its in-store marketing and media programs, aligning them with the drug chain's overall marketing objectives.

"Valassis has a proven track record of effectively implementing and executing in-store marketing and media programs," Craig Riner, vice president of marketing at Rite Aid, said in a statement. "Selecting Valassis as our new third-party, in-store marketing partner will allow us to expand on our vision to create the most meaningful wellness and value shopping experience for our customers."

A Rite Aid spokeswoman said the partnership applies to consumer packaged goods manufacturer programs that can be run across the chain's network of more than 4,600 stores.

Part of its RedPlum In-Store Portfolio, Valassis' in-store marketing and advertising products include at-shelf sampling, coupon dispensers, floor graphics and shelf talkers. The company said the partnership will optimize in-store marketing efficiencies across Rite Aid's base of stores and create a shopping environment tailored to customers' needs.

Valassis' shelf talkers include AdPOP, designed to highlight a specific brand, and BladePOP, which aims to draw attention to the section where a brand is located. The FloorPOP floor graphics help lead shoppers down the aisle and directly to a highlighted brand, as well as draw attention to the lower shelf, according to the company. Its coupon dispensers include CouponPOP, which offers coupons to be used that day, and InfoPOP, which provides shoppers leaflets with recipes, offers, product information rebates or sweepstakes. And SamplePOP offers shoppers a flat-pack product sample at the shelf to promote product trials and generate sales.

"We are excited to be working with Rite Aid and look forward to collaborating with them and their supplier partners to enhance the shopping experiences of Rite Aid customers nationwide," stated Michael Kowalczyk, vice president and general manager of in-store marketing at Valassis.