Walgreens's mobile strategy

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http://www.mobilemarketer.com/cms/news/advertising/11208.html

http://techcrunch.com/2011/03/23/walgreens-refill-by-scan-app-makes-it-easy-to-get-your-fix/

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Walgreens's mobile strategy

  1. 1. Walgreens: Why 2 million consumers have an SMS relationship with the leading drugstore chainMobile FirstLook: Strategy 2012 Jan. 19, 2012. NYC M M Abhi Dhar, ecommerce chief technology officer, Walgreens
  2. 2. Walgreens  =  Convenience   •  7,800+  Drugstores  and  8,261  Loca7ons   •  All  50  states,  Puerto  Rico,  and  District  of   Columbia   •  819  Million  Prescrip7ons  Filled  in  FY2011   •  6.1  Million  Customers  served  daily  chain  wide  
  3. 3. Our  Mul3-­‐Channel  Network   Unmatched   Mul7-­‐billion  dollar   convenience   =   impact  on  Walgreens   business  Closest to our Pick Up On the Customers +   in an +   Go Hour 7800+ locations Redesigned site Mobile site, iPhone and Best corners in 50+% traffic growth in 2 Android America years Pharmacy, photo, retail63% of consumers live Customers within a click 85% of consumers have within 3 miles mobile phones
  4. 4. ½  Almost of  site  visitors  say  their   next  ac7on  is  to  go  to  a   store    Source:  Walgreens  Internal  Analysis  
  5. 5. 3x More Valuable than Single-Channel CustomersSource:  Walgreens  Internal  Analysis  
  6. 6. Award  Winning  Mobile  Connects   •  5  Scanning  apps  -­‐  iPhone,  Android,  iPad,   Blackberry,  WP7   •  4  Mobile  Websites;  Drugstore.com,   beauty.com,  visiondirect.com,  walgreens.com   •  Best  Integrated  Mobile  Experience  -­‐People’s   Choice  Webby  Award     •  More  than  40%  of  Walgreens  online   prescrip3ons  come  from  mobile  scanning   •  Comprehensive  SMS  Programs  
  7. 7. Customers  come  to  our  stores            Order  online,  pick-­‐up  in  store  98% 97%
  8. 8. Mobile  Makes  Visits  Convenient   Alert:   Over  3  Million   Subscribers  to   Prescrip7on   Text  Alerts   Pre-­‐Register  for  Flu  Shots   Prescrip7on  Text  Alerts  
  9. 9. Tex3ng  is  almost  20!  •  Text  messaging  turned  19  years  old  on  December  2,  2011.  •  The  1st  Text  Message  was  “Merry  Christmas”       9 http://www.tatango.com/blog/text-messaging- turns-19-timeline/
  10. 10. People  opt  in  to  SMS  Campaigns.   http://www.tatango.com/blog/text-messaging-turns-19-timeline/
  11. 11. Mobile  customers  want  to  act  now   It  takes  48  hours  for  the  average     person  to  respond  to  an  email.     It  takes  4  minutes  for  the  average     person  to  respond  to  a  text  message  Source: CTIA.org Copyright 2011 Walgreen Co. 11
  12. 12. Online  Head  and  Mobile  Shoulders   Later peak Earlier peakSource: Internal Walgreens data
  13. 13. How  can  we  be  more  convenient?  Problem:  Go  to  Walgreens  to  pick  up  your  Rx  but  it  is  not  ready.SMS  Solu3on:  We’ll  text  you  when  it’s  ready.  Problem:  Calling  the  store  being  put  on  hold  to  verify  your  Rx  is  ready.  SMS  Solu3on:  We’ll  text  you  when  it’s  ready.  Problem:  It’s  3me  to  refill  you  prescrip3on.  SMS  Solu3on:  Don’t  dial  in.    Respond  yes  to  a  text.  Problem:  Is  my  web  pickup  order  ready?    SMS  Solu3on:  We’ll  text  it’s  available  to  pickup.  
  14. 14. Walgreens  Pharmacy  SMS  Programs   Rx Refill Text Alerts Rx Ready Text Alerts We’ll remind you when We’ll let you know when it’s time to refill, and with your prescriptions are a simple SMS reply we ready for pick up. can refill it too.
  15. 15. Walgreens  Daily  Living  SMS  Programs   Special Offers Mobile Coupon Text Alerts We’ll alert you special sales and offer events. We’ll alert you to new exclusive offers within our mobile app. Increases App Usage too!
  16. 16. Walgreens  Daily  Living  SMS  Programs.   •  What  is  Web  Pickup,  and  how  does  it  use  SMS?   •  Web  Pickup  is  a  new  service  that  enables  customers  to  shop  their  local   store  online  whenever  and  where  ever  they  want.   •  SMS  Solu3on:  We’ll  text  you  when  it’s  ready  
  17. 17. How  do  we  grow  our  SMS  lists?   Sign-up at m.walgreens.com Sign Up in Store Sign-up atWalgreens.com
  18. 18. Sign-­‐up  messaging  is  important   10% increase!Old Message: New Message:Walgreens Rx Alerts: Reply YES now for texts when Reply YES now to confirmRx is ready and other pharmacy related alerts. Walgreens prescription text alerts
  19. 19. Simple  Messages     Complex  Messages  Don’t   work  as  well   Work  Well   The  paradox  of  simplicity:   Simple  is  convenient  (for  consumers)   Simple  is  hard  (for  providers)  
  20. 20. 1  email  =  +18%  daily  Rx  SMS  opt-­‐ins  
  21. 21. Efforts  Pay  Off  Millions  of  applica7on  downloads   Highly  Successful  SMS  program   4.5  stars  in  the  iTunes  store  >40%  of  Walgreens  online  Rx  from   mobile  
  22. 22. In  conclusion  1.  Mul3-­‐channel  thinking  makes  retail  interac3on  more   convenient    2.  Mobile  connects  mul3ple  channels  to  moment  of  need  3.  Mobile  behavior  and  expecta3on  is  different  but  the   needs  are  the  same  4.  Develop  mobile  programs  around  those  needs.  SMS  is   integral  to  the  mobile  program    5.  All  channels  should  feed  each  other.  SMS  grows  apps,   web  grows  mobile,  stores  grow  SMS.  Customer  is  blind   to  channels  and  aligned  to  the  retail  brand.
  23. 23. Thank  You  Ques-ons?  

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