Rich Lesperance Director, Online Marketing Delivering Your Brand Promise Online
Our Customer Segments <ul><li>Loves to shop and browse – likes Walgreens “treasure hunt” </li></ul><ul><li>Considered to b...
How do we serve them better Online?
Listening for both Stated and Unstated Needs Care/High Touch Functional <ul><li>Stated Needs </li></ul><ul><li>Social moni...
Creating a Multichannel Experience + + <ul><ul><li>Pick Up in an Hour </li></ul></ul><ul><ul><li>Redesigned site </li></ul...
A New Shopping Experience
Giving Our Customers More… Ways to Connect Ways to Stay Well Ways to Buy Delivery Options Products
Building the Digital Marketing Engine Step 1 Step 2
Search Engines Walgreens store Email & SMS Combination of efficiency and  personalization Compelling in-store marketing dr...
Building a Social Following 750,000+ Fans “ What questions do you have about the flu?” “ Don’t forget to use our friends a...
Source:  Walgreens Internal Analysis Walgreens.com Traffic  Average Daily Visits to Walgreens.com 50+% growth  Results
Source:  Interbrand Copyright 2010 Walgreen Co. Creating Value for the Brand 1 2 3 4 5 6 7 2009 2010 The Most Valuable U.S...
3x     More Valuable   than Single-Channel Customers Results  Multichannel Customers Source:  Walgreens Internal Analysis
Walgreens.com Customer Perspectives
Case Study #1: Mobile <ul><li>Young Boomers & Older GenXers </li></ul><ul><li>Segment skews Caucasian and suburban </li></...
Mobile Solutions Refill on the Go Prescription Text Alerts Alert : Over  1 Million  Subscribers to Prescription Text Alert...
A New Way to Buy: Refill by Scan Easy as 1… 3! 2… Click Scan Send
Key Elements of the Marketing Plan Online Display Search Radio Endorsements Press Support & Reviews in Magazines / Blogs /...
Walgreens  Mobile Adoption Results
Award Winning Mobile Offering Results  Text  APP  to  21525  to download !
Case Study #2: Chat What if we took one of the best things about Walgreens, and put it online? For Free. <ul><li>35-54 yea...
Introducing….Walgreens Pharmacy Chat
Key Elements of the Marketing Plan Social Media - Facebook event In-Store Radio In-Store Rx Bags Email Banners In-Store Si...
Pharmacy Chat Commercial Large media buy included shows like Good Morning America, the Biggest Loser, Dancing with the Sta...
Total  Among  Chronic  Pharmacy Chat Customer Feedback 82% 84% 82% Results  OF THOSE WHO SAW THE AD Shopping Intent Likeli...
Thank You
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Delivering Your Brand Promise Online

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  • There are 3 goals of online marketing via these channels. Drive online sales Drive store traffic and sales Elevate the brand First starting with search, which is so important to both online and instore sales. 30% of online sales begin with search. Its also important to the stores because 89% of customer search online for products, even though 93% of sales are in the stores. Walgreens.com is an important source of store traffic today. 92% of orders are picked up in store, from Rx and photo, and as we scale SS we will experiment with new store pickup models. At the end of the day we will not beat amazon with a better website, but with a best in class web to store, and store-to-web experience. Our great opportunity to realize that vision is to get more current store customers online. We can do that in two ways – raising awareness of the website, but also getting their email address so we can contact them. Our greatest opportunity with email is to improve relevancy of our messaging and move from ‘batch and blast” to targeted messaging. Doing so can double click through rates.
  • Delivering Your Brand Promise Online

    1. 1. Rich Lesperance Director, Online Marketing Delivering Your Brand Promise Online
    2. 2. Our Customer Segments <ul><li>Loves to shop and browse – likes Walgreens “treasure hunt” </li></ul><ul><li>Considered to be “in the know” </li></ul><ul><li>More likely to purchase grocery items and vitamins </li></ul><ul><li>Extremely social; knows employees everywhere she shops </li></ul>Walgreens Devoted, Social Influencer <ul><li>Young Boomers & Older GenXers </li></ul><ul><li>Segment skews Caucasian and suburban </li></ul><ul><li>Enjoys efficiency and neighborhood convenience </li></ul><ul><li>Purchases medications to take right away </li></ul>Rx Loyal, Convenience Seeker <ul><li>35-54 year-old with children </li></ul><ul><li>More likely to read Walgreens circular: in-store and at home </li></ul><ul><li>Community-conscious </li></ul><ul><li>More health and wellness information needs </li></ul>Walgreens Loyal, Health Partner Seeker Care/High Touch Functional
    3. 3. How do we serve them better Online?
    4. 4. Listening for both Stated and Unstated Needs Care/High Touch Functional <ul><li>Stated Needs </li></ul><ul><li>Social monitoring </li></ul><ul><li>Customer Service feedback </li></ul><ul><li>Website surveys </li></ul><ul><li>Quantitative research </li></ul><ul><li>Un-stated Needs </li></ul><ul><li>Social concept testing / ideation </li></ul><ul><li>Pilots </li></ul><ul><li>Qualitative research </li></ul>“ Help me find local stores that have flu shots.” “ I would love to chat with a pharmacist online.” “ Let me register online without having to call a phone number.” “ It would be easy to just scan a bottle to refill my prescription.”
    5. 5. Creating a Multichannel Experience + + <ul><ul><li>Pick Up in an Hour </li></ul></ul><ul><ul><li>Redesigned site </li></ul></ul><ul><ul><li>50+% traffic growth in 2 years </li></ul></ul><ul><ul><li>Customers within a click </li></ul></ul><ul><ul><li>Closest to our Customers </li></ul></ul><ul><ul><li>7600+ locations </li></ul></ul><ul><ul><li>Best corners in America </li></ul></ul><ul><ul><li>63% of consumers live within 3 miles </li></ul></ul><ul><ul><li>On the Go </li></ul></ul><ul><ul><li>Mobile site, iPhone and Android </li></ul></ul><ul><ul><li>Pharmacy, photo, retail </li></ul></ul><ul><ul><li>85% of consumers have mobile phones </li></ul></ul>
    6. 6. A New Shopping Experience
    7. 7. Giving Our Customers More… Ways to Connect Ways to Stay Well Ways to Buy Delivery Options Products
    8. 8. Building the Digital Marketing Engine Step 1 Step 2
    9. 9. Search Engines Walgreens store Email & SMS Combination of efficiency and personalization Compelling in-store marketing drives awareness of website Affiliates >600 publishers Display Advertising From impressions to performance-based Mobile Apps A richer experience with our brand Comparison Shopping Majority have never visited us before Relevant to user / group Relevant by device Both Paid and Natural search efforts drive our share of voice Social Media >750K Walgreens Likes, Twitter & FourSquare Walgreens.com Relevant to store Relevant by browse behavior Relevant to your friends & location Relevant to searcher intent Relevant by Community Relevant by Product Building the Digital Marketing Engine
    10. 10. Building a Social Following 750,000+ Fans “ What questions do you have about the flu?” “ Don’t forget to use our friends and family discount this weekend! Chicago Union Station Walgreens “This flu season: Wash your hands or use hand sanitizer after using public transportation. There’s a way to stay well.”
    11. 11. Source: Walgreens Internal Analysis Walgreens.com Traffic Average Daily Visits to Walgreens.com 50+% growth Results
    12. 12. Source: Interbrand Copyright 2010 Walgreen Co. Creating Value for the Brand 1 2 3 4 5 6 7 2009 2010 The Most Valuable U.S. Retail Brands Top 50 List <ul><li>Biggest increase in Brand Value, due to: </li></ul><ul><li>Electronic Prescriptions </li></ul><ul><li>Mobile Offering </li></ul><ul><li>Enhanced Online Shopping </li></ul>Results
    13. 13. 3x More Valuable than Single-Channel Customers Results Multichannel Customers Source: Walgreens Internal Analysis
    14. 14. Walgreens.com Customer Perspectives
    15. 15. Case Study #1: Mobile <ul><li>Young Boomers & Older GenXers </li></ul><ul><li>Segment skews Caucasian and suburban </li></ul><ul><li>Enjoys efficiency and neighborhood convenience </li></ul><ul><li>Purchases medications to take right away </li></ul>Rx Loyal, Convenience Seeker How do we take “convenience” to the next level?
    16. 16. Mobile Solutions Refill on the Go Prescription Text Alerts Alert : Over 1 Million Subscribers to Prescription Text Alerts <ul><li>Easy Refills from anywhere </li></ul><ul><li>Order photo prints directly from your phone </li></ul><ul><li>Sneak peek of our weekly ad </li></ul><ul><li>Check in-store product availability </li></ul><ul><li>Find the nearest store </li></ul><ul><li>Don’t wait in store for prescriptions to be ready </li></ul>
    17. 17. A New Way to Buy: Refill by Scan Easy as 1… 3! 2… Click Scan Send
    18. 18. Key Elements of the Marketing Plan Online Display Search Radio Endorsements Press Support & Reviews in Magazines / Blogs / TV celebrities Times Square In-Store
    19. 19. Walgreens Mobile Adoption Results
    20. 20. Award Winning Mobile Offering Results Text APP to 21525 to download !
    21. 21. Case Study #2: Chat What if we took one of the best things about Walgreens, and put it online? For Free. <ul><li>35-54 year-old with children </li></ul><ul><li>More likely to read Walgreens circular: in-store and at home </li></ul><ul><li>Community-conscious </li></ul><ul><li>More health and wellness information needs </li></ul>Walgreens Loyal, Health Partner Seeker
    22. 22. Introducing….Walgreens Pharmacy Chat
    23. 23. Key Elements of the Marketing Plan Social Media - Facebook event In-Store Radio In-Store Rx Bags Email Banners In-Store Signs
    24. 24. Pharmacy Chat Commercial Large media buy included shows like Good Morning America, the Biggest Loser, Dancing with the Stars, and Medium.
    25. 25. Total Among Chronic Pharmacy Chat Customer Feedback 82% 84% 82% Results OF THOSE WHO SAW THE AD Shopping Intent Likelihood to visit Walgreens.com Likelihood to use Pharmacy Chat Feature Imagery “ expert advice” , “knowledgeable” OF THOSE WHO TRIED PHARMACY CHAT % Extremely Satisfied % Repeat Usage % More Loyalty
    26. 26. Thank You

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