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CVS Launches Sampling Co-op
By Patricia Odell
PROMO Xtra, Jun 19 2003
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CVS Pharmacy will begin this fall offering its cardholders a new loyalty program in the form of a sampling co-op.
The co-op, called TargetMail ExtraCare, will include product news, samples, trial offers and a health and beauty newsletter. The information will reach CVS cardholders beginning in November who have opted-in to receive coupons and offers and are frequent health, beauty and personal care shoppers.
The types of samples and offers in the package will be based on transactional data provided by CVS frequent shoppers who use their store cards to make purchases.
"We're able to use those transactions to drive what samples will get into their hands," said Peter Meyers, director of product management for Toronto-based ICOM Information & Communications, Inc., which is managing the program and creating the sample boxes.
Each package will contain between two and four samples, the newsletter and high-value coupons from participating brands that can't easily send product samples through the mail, such as food items.
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