Canadians are spending more and more time online, and Rona, a leading Canadian Home
“If you want to be leading as a retailer, you can do different activities at a different scale, but we as a company were mature enough to dare to do one week without a printed flyer.”
Claire Bara, VP Marketing Rona
Rona chose to work with Flipp as the digital flyer platform because of Flipp’s vast reach in the digital space, and the Flipp team’s partnership approach in helping retailers navigate the shift from print to digital. Rona had also developed a strong ecosystem of digital channels throughout its digital shift, which were all used through the campaign to deliver offers to consumers.
“We like to work with only the best at Rona, and Flipp is leading the way in terms of reach, innovation, presence, and leadership for digital flyers. Flipp was already a partner, and we knew the team and had built trust and a relationship.”
Claire Bara, VP Marketing Rona
Since Flipp’s model is pay-per-read, Rona ensured that there was no budget limit for Flipp, allowing consumers to view the digital flyer for the full week.
“Even though Rona has been doing printed flyers for the last 75 years, we learned from A to Z how to build an efficient flyer for digital, because you don’t design a digital flyer the same way you design a printed flyer. With Flipp and the support and knowledge of the team, we reinvented and redesigned our flyer. The content and experience was much more interesting and rich in the exclusively online flyer. For instance, we integrated “How To” videos that were linked to specific products, and we also personalized the flyer”
Claire Bara, VP Marketing Rona
Distributing digital flyers with Flipp also allowed Rona to collect and use merchandising and marketing data. This is real time consumer insight is a limitation for traditional print flyers.
“This was a milestone at the company, because even though we have been increasing our digital presence, there were some skeptics, and this week killed that skepticism.”
Claire Bara, VP Marketing Rona
“The flyer is a very important part of the marketing mix. The flyer has remained an important part of our promotional activities, but what has changed is the way we deliver those promotional activities.”
Claire Bara, VP Marketing Rona
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