Duane Reade Digital Media Strategy Puts It At Top Of Twitter

Duane Reade, the 250-store metro New York drugstore chain purchased by Walgreens three years ago, has become Twitter’s most followed retail chain in the Drug, Food and Mass sector worldwide, the company has announced. From September 2012 to-date, the regional retailer has organically grown its Twitter following by 6,709%, making it one of the world’s fastest growing retail accounts on Twitter year over year, according to Duane Reade.

The drug store chain’s social media accomplishments have prompted Twitter to produce a comprehensive case study showcasing the retailer’s social media milestones and innovative digital marketing strategies. The case study can be found at business.twitter.com/success-stories/duane-reade.  

Duane Reade’s social media initiatives are powered by a strategy it refers to as Parallel Persuasion, a marketing approach that generates ROI through omni-channel engagement, based on brand advocacy, brand voice, PR integration and conversation relevance, the drug chain related. Since instituting the strategy, Duane Reade has won the 2013 Silver Hub Prize for Social Shopper Media and Shopper Marketing campaigns, it noted

“This social milestone is all about our customers and represents the ability and focus we have to seamlessly reach them whenever and wherever they are with useful content they crave and now have come to expect via effective two-way communications,” said Calvin Peters, digital communications manager, Duane Reade. “Our goal has been social community building and expanding relevant engagement to enhance our overall customer experience, achieving this while also creating social communication vehicles that can generate tangible ROI results for both corporate and vendor initiatives [has]proven successful.”