Retailers shift their ad spending from TV, radio and print ads to digital ads.
Offline and online retailer Target Stores and America Online Inc., Dulles, Va., have rolled out a joint marketing and promotion initiative. CD-ROMs featuring a special edition of the AOL service, with cobranded features and packaging, are now available at more than 900 Target stores nationwide. The cobranded AOL service also offers direct links to target.com. Other unique features include a customized tool bar and a favorites folder linking to target.com and other sites.
AOL members who subscribe to the service through Target are then entitled to a 10% discount for up to one year on merchandise purchased at target.com. The cobranded CD-ROMs are available through in-store kiosks at the front of all Target stores.
This rollout marks the beginning of the companies' multi-year strategic alliance announced in June 2000, under which the companies will jointly promote a variety of products and services. The Target/AOL alliance is now being promoted extensively through a variety of marketing channels, including visibility in all Target marketing channels, including the company's Sunday circular, broadcast and print advertising, and other marketing programs; and promotion of Minneapolis-based Target across several AOL brands.