Delivering Your Brand Promise Online
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The document discusses Walgreens' strategies for improving their online customer experience and engagement. It outlines different customer segments and their needs. It then details Walgreens' multichannel approach including expanded online services like pharmacy chat, mobile apps, and scan-and-refill. Case studies show how these new digital tools increased traffic, adoption rates, customer satisfaction and loyalty.
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Delivering Your Brand Promise Online
- 1. Rich Lesperance Director, Online Marketing Delivering Your Brand Promise Online
- 3. How do we serve them better Online?
- 6. A New Shopping Experience
- 7. Giving Our Customers More… Ways to Connect Ways to Stay Well Ways to Buy Delivery Options Products
- 8. Building the Digital Marketing Engine Step 1 Step 2
- 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. 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. Source: Walgreens Internal Analysis Walgreens.com Traffic Average Daily Visits to Walgreens.com 50+% growth Results
- 13. 3x More Valuable than Single-Channel Customers Results Multichannel Customers Source: Walgreens Internal Analysis
- 17. A New Way to Buy: Refill by Scan Easy as 1… 3! 2… Click Scan Send
- 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. Walgreens Mobile Adoption Results
- 20. Award Winning Mobile Offering Results Text APP to 21525 to download !
- 23. Key Elements of the Marketing Plan Social Media - Facebook event In-Store Radio In-Store Rx Bags Email Banners In-Store Signs
- 24. Pharmacy Chat Commercial Large media buy included shows like Good Morning America, the Biggest Loser, Dancing with the Stars, and Medium.
- 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. Thank You
Hinweis der Redaktion
- 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.