RPD: Is Your Circulars Service Relevant?

Eighth in a 2022 Series*

Any newspaper counting on ad circulars or preprints to be around for a long time should read an exclusive story from Chain Store Age. It reports Family Dollar is finding initial success in using artificial intelligence to boost its ad campaigns. Here’s the “calling all cars” quote from a Family Dollar executive explaining the shift: “Typical methods of delivering weekly ads have grown stale and had not been reaching all our relevant audiences.” (Disclosure: I did not slip in the R-word.) There’s no indication the company was getting the “most dynamic” solutions from its newspaper partners. Family Dollar, which is part of Dollar Tree: wants new ways, in particular, to reach new customers; is focused on targeting shoppers “in an effort to affect purchase decisions in real-time”; insists on instant data tracking to judge campaigns; and seeks to amplify traditional efforts on mobile so buyers are motivated to put more items in their baskets or carts. They’re not alone in that must-have list. Dynamic, targeted, leveraging analytics, maximizing effectiveness by tailoring “virtual circular ads” to individual customers, engage new shoppers, clear results to further analyze, etc. It’s the “Smart Ads” Era. Sure doesn’t sound like the once-reliable, traditional circulars business. Here’s to the innovators among local news operators.

–Tom Silvestri, Executive Director, The Relevance Project

*ABOUT THE SERIES: Our goal is to share a Relevant Point of the Day (RPD) each weekday throughout 2022. Our target is at least 222 (Note: no zeros). Thank you for supporting The Relevance Project. Your success is our focus.

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