Let’s face it, the past decade has not been so great for this “uniquely New York” drugstore and Duane Reade had to do some heavy damage control. Now, equipped with a new attitude towards customer service, Duane Reade is building a community around its’ brand. If you track their interactions with customers on social channels over the past few months, you see a pattern of relationship building efforts in line with the Duane Reade “Prescription For Change”, as they call it.
Recent developments in the Duane Reade digital marketing plan that have come to my attention:
Twitter @DR_DuaneReade
Tweets by Brian, Duane Reade uses Twitter to interact with their customer base, aiming to enhance their customer service and of course spreading the news about new Duane Reade products, and posting links to their weekly online flyer. In the spirit of their customer-centric new vision, tweets about Duane Reade on the site are responded to in the hopes of resolution or help.
Duane Reade has a new Facebook account, and their participation here is again much as on Twitter. They represent themselves on both social networks to be accessible in more places online. They are listening to consumers and they are acting on what they are hearing.
HardOrSoftNY.com
Duane Reade is asking New Yorkers if they like them hard or soft – cookies that is. I am sure the sexual innuendo was intended. This poll is being plugged online and in their print promotions. This is a good start in the right direction. I think this a good beginning project for a brand relatively new to more social forms of marketing.
Online Flyer
Available in both Flash and HTML, Duane Reade is now featuring all their promotional print materials on their website, including new publications like the Duane Reader. This means that those who opt out of getting flyers to reduce paper waste, or those who plain old don’t get them, can still access them anytime. In addition, and this is the best part, and accessible version of the flyer is available that can be printed on a braille printer or read by a screen reader.
Duane Reade has not just upgraded their digital marketing strategy. Thirty of their 250 stores have been revamped in the new branded look that will become trademark of the new Duane Reade. Fresh and healthy food is being made available in-store, and in a few locations on-site physicians are there to treat minor ailments and provide recommendations.
But as they say, for Duane Reade, it’s in the bag. Their locations, perhaps not ideal for most companies, are in prime locations that will ensure their survival over the years. If they stick to their plan to revamp, re-brand and resolve, this New York staple will win back the hearts of New Yorkers.
Now, in my opinion…
Wall Street’s Sad Panda should ONLY carry the Duane Reade bag. The Duane Reade bag is likely their biggest brand asset – there was a New York Times article devoted to the joys of getting a Duane Reade bag. They should leverage their reusable bag – it has a mythos that is achieved after years and years.
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