SEJ Summit 2015: Omni-Channel "Anywhere, Anytime" Marketing for Suc...

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Sebastian Wenzel, Webanalyticsbook
Free 30-Day Trial
Instant data. Tweak
strategies. Benchmark
competitors.

#SEJSummit
#Searchmetrics
• Walgreens: Rx, Daily Living, Photo,
Local, Site Search
• 6 years in SEO, 1 year industrial
lau...

3 Takeaways
Convenience has a
new corner
The customer designs
the customer
experience
Customer intent
needs to drive the
o...

Goal: Create a seamless customer journey
regardless of path
• Each customer defines what “omni” means
• Bigger than your b...

Walgreens at a Glance
• >8,200 drugstores
• 856M scripts filled in FY14
• 6.3M customers/day
• 240K team members
• >70K he...

It’s more than channel shift, it’s a change in how our
customers know us and trust us
There’s a massive value here

1. Provide a path to purchase anywhere,
anytime
2. Offer anything desired in any channel
desired
#SEJSummit
#Searchmetrics...

We used to measure convenience in miles and minutes
“Two-thirds of
Americans live
within three
miles of a
Walgreens
store”

Now, with mobile, our
competition is a keystroke
away
For customer visibility, the corner of
index finger and touchscreen ...

Today, we measure distance in inches and instants
Mobile changes the nature
of retail convenience,
placing new pressure on...

Providing key
customer paths to
purchase that
relate in-store
experiences to
multiple devices
#SEJSummit
#Searchmetrics @J...

Creating
Seamless
cross-channel
experiences
pays off • >1M clipped coupons/week &
growing
• 2014 Webby Award winner
Paperl...

Creating
Seamless
cross-channel
experiences
pays off
>40% of web print orders
come from a mobile device
QuickPrints
#SEJSu...

Source: “Desire Path, Tirana” Flickr Creative Commons License, Commercial Use
Allowed

1. Follow customer desire paths beyond
owned properties
2. Offer value to the community to be
truly omni-channel
#SEJSummi...

Customers find
and trust
location
information
outside of your
owned media
>60% of Google users rely on
Google local info
#...

Customers find
and trust
location
information
outside of your
owned media
Who do customers blame for
incorrect business in...

90% Of The Day, Her Phone Is Never Farther Than 3 ft

Photo Prints API: 160
integrations in less than 3 yrsIntegrating into
customers’
channels –
Walgreens API
Program
#SEJSumm...

Integrating into
customers’
channels –
Walgreens API
Program
>40 million new patients gained
access to Walgreens prescript...

Integrating into
customers’
channels –
Walgreens API
Program
#SEJSummit
#Searchmetrics @JohnJCurtis
“21% of US consumers u...

1. Use Site Search Analytics to identify
customer intent
2. Listen to customer feedback to drive
product development
#SEJS...

#SEJSummit
#Searchmetrics
Site Search
Analytics and
Omni-channel
• Understanding customer intent for
categories of site se...

Site Search
Analytics and
Omni-channel
Website Conversion Rate
#SEJSummit
#Searchmetrics @JohnJCurtis

Site Search
Analytics and
Omni-channel
Omni-Channel Conversion Rate
#SEJSummit
#Searchmetrics @JohnJCurtis

Listening to customers: Whatever,
Wherever, Whenever
#SEJSummit
#Searchmetrics @JohnJCurtis
Customers demand in-
store pic...

In-Store-Mode
Automatically recognizes
when the customer enters
one of our stores, and tailors
the experience for in-store...

3 Takeaways
Convenience has a
new corner
The customer designs
the customer
experience
Customer intent
needs to drive the
o...

@johnjcurtis
linkedin.com/in/johnjcurtis
plus.google.com/+JohnJCurtis
#SEJSummit
#Searchmetrics @JohnJCurtis

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