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Case Study Holiday shoppers came ready to spend.
CMX® helped brands win the season.

During the year’s biggest competition for shopper attention and spend, ExtraCare® members were looking for more than seasonal inspiration. They were seeking value, relevant offers and convenient ways to make the most of every trip.

 

Across our 2025 Holiday Tentpole, CMX helped participating brands show up seamlessly throughout the full holiday shopper journey to deliver standout ROAS, measurable sales lift and new-to-brand buyer growth.

Holiday-themed smartphone mockup showing a CVS Pharmacy sponsored ad Lindor assorted chocolate bags with a Shop Now button.
Decorative holiday greenery with holly leaves, red berries, pine branches, and pinecones.

Objective

Help brands capture incremental demand during the high-stakes holiday shopping season through a fully-integrated campaign strategy between CMX, CVS® Front Store Marketing & CVS Merchandising.

Solution

A connected framework of ExtraCare member insights, CVS Enterprise alignment and omnichannel activation built to unlock brand performance and growth.

ExtraCare holiday shopper insights

CMX built deterministic ExtraCare audiences reaching high-intent holiday shoppers across the general merchandise, consumables, and beauty and personal care categories — including shoppers motivated by loyalty value, relevant offers and seasonal promotions.

Integrated holiday tentpole strategy

Through coordination with CVS Merchandising and CVS Front Store Marketing, CMX achieved successful omnichannel activation helping brands:


  • Show up seamlessly throughout the full holiday journey with timely offers and high-impact promotions
  • Engage shoppers through a strategic mix of digital and in-store tactics leveraging CVS.com® onsite display, standard and premium offsite display, custom landing pages, social channels and in-store digital trendcaps at the point of purchase
Computer monitor on a decorated holiday desk displaying a seasonal shopping page with gift and savings offers.

Results

  • $10.93

    average ROAS*

  • 4%

    median sales lift*

  • 40%

    new-to-brand buyer rate*

A partner perspective on the power of CMX

“Our holiday tentpole partnership with CMX has become a key driver of success for Lindt during the Christmas season. The program consistently delivers standout ROI and strong shopper marketing performance — helping us maximize impact during our most important selling window.”


David Sykes
National Account Manager, Lindt USA

Lindt logo.

Conclusion

One connected holiday strategy. Built for high-intent shoppers.

Holiday performance gets stronger when brands show up holistically across the CVS landscape. By combining deterministic ExtraCare shopper insights with coordinated tentpole activation, brands can drive stronger conversion and measurable sales — when shoppers are most in the spirit to buy.

Connect with CMX and deliver more for your next campaign.

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Not a guarantee of campaign performance. Where permitted by law.

  • *CMX Internal Campaign Performance Dashboard, 2025. Excluding highest performing campaign.