delivering your brand promise online
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TRANSCRIPT
Rich LesperanceDirector, Online Marketing
Delivering Your Brand Promise Online
Our Customer Segments
• Loves to shop and browse – likes Walgreens “treasure hunt”
• Considered to be “in the know”• More likely to purchase grocery
items and vitamins• Extremely social; knows
employees everywhere she shops
Walgreens Devoted,Social Influencer
• Young Boomers & Older GenXers
• Segment skews Caucasian and suburban
• Enjoys efficiency and neighborhood convenience
• Purchases medications to take right away
Rx Loyal,Convenience Seeker
• 35-54 year-old with children
• More likely to read Walgreens circular: in-store and at home
• Community-conscious
• More health and wellness information needs
Walgreens Loyal,Health Partner Seeker
Care/High TouchFunctional 2
How do we serve them better Online?
Listening for both Stated and Unstated Needs
Care/High TouchFunctional
Stated Needs•Social monitoring•Customer Service feedback•Website surveys•Quantitative research
Un-stated Needs•Social concept testing / ideation•Pilots•Qualitative research
“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.”
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Creating a Multichannel Experience
Pick Up in an Hour
Redesigned site
50+% traffic growth in 2 years
Customers within a click
Closest to our Customers
7600+ locations
Best corners in America
63% of consumers live within 3 miles
On the Go
Mobile site, iPhone and Android
Pharmacy, photo, retail
85% of consumers have mobile phones
++ ++
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A New Shopping Experience
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Giving Our Customers More…
Ways to Connect
Ways to Stay Well
Ways to Buy Delivery Options
Products
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Building the Digital Marketing Engine
Step 1 Step 2
Search Engines Walgreens store
Email & SMSCombination of efficiency and
personalization
Compelling in-store marketing drives awareness of website
Affiliates>600 publishers
Display AdvertisingFrom impressions to performance-based
Mobile AppsA richer experience with our brand
Comparison ShoppingMajority 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
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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.”10
Source: Walgreens Internal Analysis
Walgreens.com Traffic Average Daily Visits to Walgreens.com
50+% growth
Results
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Source: InterbrandCopyright 2010 Walgreen Co.
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Creating Value for the Brand
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20092010
The Most Valuable U.S. Retail Brands
Top 50 List
Biggest increase in Brand Value, due to:
• Electronic Prescriptions• Mobile Offering• Enhanced Online Shopping
Results
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Source: Walgreens Internal Analysis
3x More Valuable
than Single-Channel Customers
Results
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Multichannel Customers
Walgreens.comCustomer Perspectives
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Case Study #1: Mobile
• Young Boomers & Older GenXers
• Segment skews Caucasian and suburban
• Enjoys efficiency and neighborhood convenience
• Purchases medications to take right away
Rx Loyal,Convenience Seeker
How do we take
“convenience” to the
next level?
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Mobile Solutions
Refill on the Go
Prescription Text Alerts
Alert:Over 1 Million Subscribers to Prescription Text Alerts
• Easy Refills from anywhere• Order photo prints directly from your phone• Sneak peek of our weekly ad• Check in-store product availability• Find the nearest store
• Don’t wait in store for prescriptions to be ready
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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 / TV celebrities
Times SquareIn-Store
Walgreens MobileAdoption
Results
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Award Winning Mobile OfferingResults
Text APP to 21525 to
download !
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Case Study #2: Chat
What if we took one of
the best things about
Walgreens, and put it
online? For Free.
• 35-54 year-old with children
• More likely to read Walgreens circular: in-store and at home
• Community-conscious
• More health and wellness information needs
Walgreens Loyal,Health Partner Seeker
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Introducing….Walgreens Pharmacy Chat
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Key Elements of the Marketing Plan Social Media - Facebook event In-Store Radio
In-Store Rx Bags
Email Banners
In-Store Signs
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Pharmacy Chat CommercialLarge media buy included shows like Good Morning America, the Biggest Loser, Dancing with the Stars, and Medium.
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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
Total
Among Chronic
Pharmacy Chat
Customer Feedback
82%
84%
82%
Results
Thank You
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