An oral care brand was running a price promotion in a category where promotional sales play an outsized role, accounting for 55% of total category sales over the last 52 weeks compared with 38% across all categories. That level of promotional sensitivity suggests that value is a meaningful trigger in oral care, but not all shoppers respond to it in the same way. Some buy only when they need to replenish, while others may stock up when the price is compelling. The brand needed a way to keep the offer active beyond a single store visit, extending the promotional window until the shopper’s next relevant purchase moment.

Loblaw Advance^TM used Printed Receipt Advertising at Real Canadian Superstore locations to deliver the offer at checkout. As part of the in-store media mix, the receipt created a tangible connection between the completed shopping trip and the next purchase occasion. For need-based shoppers, the offer could remain visible until replenishment became more urgent. For promotion-responsive shoppers, it could encourage an earlier return, a larger basket, or a stock-up purchase while value was still top of mind.

The campaign was designed to reach two valuable audiences.

• For PC Optimum^TM members: receipt ads added frequency to a behaviourally informed campaign, reinforcing the offer among shoppers who could be identified and measured across trips.

• For non-loyalty shoppers: the receipt created an addressable moment with customers who may have been harder to reach through app, email, or loyalty-based digital channels.

The campaign demonstrated strong response across both groups, with higher performance among loyalty members. PC Optimum^TM members exposed to the offer delivered a 54% redemption rate, with sales value per customer indexing at 340 versus the control group. Non-loyalty shoppers also responded, delivering a 37% redemption rate, with sales value per customer indexing at 150 versus the control group.

The performance gap is an important planning consideration for brands already running behaviourally targeted campaigns. Loyalty members can be targeted using richer purchase signals and measured more completely across future trips. They may also be more familiar with offer mechanics, which can reduce friction between exposure and redemption. In this campaign, receipt messaging added valuable in-store frequency at a moment of high commercial relevance, helping turn known-shopper exposure into measurable action.

The non-loyalty response adds a different kind of value. These shoppers may be less addressable through owned digital channels and less familiar with personalized offer mechanics, yet the receipt still created a clear path from store visit to redemption. That makes printed receipts useful as a bridge between precision targeting and broader in-store reach: they can deepen conversion among known shoppers while creating a measurable promotional opportunity with customers outside the loyalty ecosystem.

The campaign shows where printed receipt advertising adds value within an in-store media mix. They are most effective when a brand has a clear offer, a defined conversion goal, and a reason to influence the shopper beyond the aisle. In this case, receipt ads helped extend a price promotion into the shopper’s next decision, turning store traffic into measurable offer redemption.

Ready to turn every shopping trip into your next conversion opportunity? Discover how Loblaw Advance^TM can help you extend promotions beyond the aisle with measurable in-store media solutions.