1) Walgreens provides omnichannel experiences for customers across their digital and in-store shopping paths. 2) They leverage capabilities like subject matter expertise, rich customer data, and strategic partnerships to optimize marketing spend and better impact customers. 3) Walgreens succeeds by focusing on understanding individual customers and being present at the moments they want information, destinations, or purchases - both online and in physical stores.

1. Member of Walgreens Boots Alliance
©2016 Walgreen Co. All rights reserved.
Confidential and proprietary information. © 2016 Walgreen Co. All rights reserved
Creating winning experiences across the
Omnichannel Path to Purchase
Oct 26, 2016

2. 1
We used to measure distance in miles and minutes

3. 2
Today, we measure convenience in instants and clicks

4. Digital Is Integrated Into Every
Aspect of Our Daily Lives

6. Product and Marketing as a Platform
Leveraging our capabilities in the right way to meet customer needs

7. We help people
across the world
lead healthier &
happier lives
Our Mission

8. Five
lenses of
our care
delivery
model

9. Empower Them

11. Direct to Consumer Price: $49
Walgreens Employees co-pay: $5
Virtual care anywhere
Used for acute / episodic primary care
conditions
Available in 37 states + Washington D.C.
Empower them : Telemedicine

12. Remind Them

14. Inform Them

15. >9,600 Rx chats per week
…that’s almost one chat every minute

16. Life expectancy in
developed countries
is growing ~2.5
years a decade
Connect Them

17. “I feel like the healthcare
industry is finally getting it. My
hospital has a Facebook page
where they post lifestyle
advice, the drug company
shares newly released
treatment studies through its
Twitter account, and my
insurer even has these
interactive games that help
manage my diet and
exercise”
Connect Them

18. Connect Them
“Somehow just sharing
knowledge and
experiences with people
at all stages of my
disease tends to lessen
the severity of it for me
and, I hope, for them.”
Connect Them

20. In-Store Mode
“Connecting” our customers in-store

21. “Connecting” the digital health ecosystem
Walgreens Developer Program

22. 1.3 MM
Connected
Apps & devices
3.1 B
points
awarded
473 K
active users
Site
271 MM
miles walked
Site
443 K
pounds lost
Reward them: Balance Rewards for Health Choices

23. “I don’t presume to think that we
can make having cancer into a
purely fun experience. But, we
have data to show that when we
give cancer patients gamified
experiences to help them manage
their prescriptions and manage
chemotherapy, they improve their
emotional state and also
their adherence to their protocol.”
- Gabe Zichermann, author of
Game-Based Marketing
Reward Them

24. Growth has been a testament to a
Relentless Focus on the Customer
#1 retailer engagement
Brand efficacy and lift results
are considered best in class
Early beta launch partner
~5MM MAUs
Delivering $8 – $20$ ROAS
from beauty, coupons & photo
Highlighted by Google & Apple
in earnings calls & launches
Continued YoY improved
efficiency, ROAS and EBIT
Strategic partnership with
Google, Yahoo and Microsoft

25. It’s more than channel shift, there’s massive value hereThis is more than channel shift!

26. 25
“Don't wait, Get it now.This app has changed
my life, literally. Prior to this app I and multiple
alarms set on my phone to remind me to take
meds that I'd just snooze and dismiss, then
ultimately forget…”
This is a beautifully written app that makes my
life as a chronically ill person amazingly easier.
I don't know what I would do without it. I
manage all my Rx using it and often refer to the
history section when I am at the doctors office.
I work for a competitor and I have to say
service at walgreens is amazing and I love
their app to refill!
I absolutely love this app! I have been using it for almost 3
years now, since 2013 anyway. I can say that this app has
come a long way since then, and it's better than ever now. I
love the ease of use, ordering refill prescriptions is easy as can
be
“What can I say? It beats the hell out
of the old days when I used to have to
call and enter all the numbers on my
prescription. LOVE LOVE LOVE
IT!”
I would need to write a "mini-novel" to describe all the great features
Walgreens has in their app. I noticed other people did try to list some of
the highlights and their reviews are quite lengthy. Please trust me,
switch to Walgreens and then get this app….
This app is so easy. I use it so much I
don't know what I'd do with it.
Great app!! I have been using the refill
scan for the past 4 years
"The BEST app on my phone"
"Most useful app that I
have!!"
“I only use this now. I will never
change pharmacies due to how
easy this app makes refills.”
I am actively choosing to drive miles out of my way
If you're a frequent Walgreensshopper you must have this app on your
phone! I love that I can clip coupons to my rewards card,check my points
and activity. I can check theirweeklyadd anytimewithout having to go to
the storeto get it. It's so convenient!
I love this app. I wish everything
was this easy.
I was skeptical but I tried it! I downloaded a picture from my phone to
the Walgreens app and in 3 hours I got a poster size perfect picture of
my wedding day! It was great quality and the app worked perfect!
I'm such a fan of this app! I
love Walgreens and this
simplifies the process.

27. Video
(TV and online)
Audio
(Terrestrial and streaming)
Social
Email
Digital Display
In-store signage
Circular
Public
RelationsPaid
Owned
Earned
360◦
Marketing Plan
Content
Employee Engagement
Digital is Integrated Across the Entire Marketing Plan

28. Consumer
1. Right Product / Service / Content
2. Right Channel
3. Right Moment
4. Right Context
Capabilities
1. Subject Matter Expertise
2. Rich Data
3. Strategic Industry Leading Partners
4. Best of Breed Tools & Technology
Optimized Marketing Spend, Lower Cost and Better Impact
We Succeed by Focusing
on the Consumer and our Capabilities

29. We succeed by being there in the micro-moments
I-want-to-know I-want-to-go I-want-to-doI-want-to-buy

30. 1st Party Data Provides Near Limitless Options
for Personalization and Measurement
Purchases
What, when, how
often, where?
1. Allergy sufferers
2. New parents
3. Acute patient
4. New to Therapy
Unlimited Custom Targets
Tracking
Find the same
customer across
channels
Preferences
Layer on customer
interests
End to End Measurement
1. Test vs. Control
2. Channel attribution
3. Media efficiency
4. Digital & in-store sales impact

31. Our biggest constraint

32. 3 Lessons we learned along the way…

33. REIMAGINE
EXPERIENCES
EXPLORE
PARTNERSHIPS
lesson 1 lesson 2 lesson 3
FOCUS ON
CUSTOMER

34. We are no longer doing “digital
marketing,” but marketing in a digital
world, and marketers need to
embrace technology to keep ahead.
“Marketing’s Lost Generation”: The Economist
Keith Weed, CMO Unilever

35. Thank you!