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>> LUKE KIGEL: We are on a transformation journey, marketing and advertising at Walgreens,

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which truthfully is truly element of a company transformation towards digitization.

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It can be grounded in the comprehending of the changing requires

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and expectations of shoppers,

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and truly evolving from a pharmacy retailer who has a digital presenting,

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to starting to be a genuine omni-channel working experience system

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that is made to meet the requires of our purchaser, the place and when they require it.

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>> LAWRENCE COLE: In today’s episode of The Update, I will be conversing with Luke Kigel

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about how Walgreens has remodeled their marketing and advertising method

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to focus on their prospects, alternatively than distinct channels, to grow their small business.

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What did your marketing and advertising method glance like at the starting of 2020,

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and how has the pandemic changed that?

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>> LUKE: From a messaging viewpoint, we have been focused on techniques of sharing

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that we are conference shoppers on their terms.

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Clients are on the lookout for the flexibility to store when and how they want.

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Whether it be in retail store, no matter if it be on the net,

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once more that idea of omni-channel, actual physical, digital.

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The shopper would not treatment.

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We require to provide an overall working experience that is safe and sound, that is handy, and, pretty frankly,

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that is what people have relied on Walgreens for for a lot more than a hundred decades.

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We also pivoted our broader marketing and advertising initiatives towards digital

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to greatest engage shoppers, as people have been changing to their new regular.

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We are all living incredibly, incredibly distinct life with shelter-in-spot,

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so our job was to establish and obtain the best way to actually reach shoppers in

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that new regular and produce them related encounters.

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>> LAWRENCE: Meeting consumers’ requires in the moment is essential.

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How are you combining what you know about your prospects

one:forty eight

and their requires with Google’s community campaigns?

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>> LUKE: We have in excess of 9,000 retailers.

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eighty% of the region life inside 5 miles of a Walgreens.

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We are definitely, definitely community to everybody.

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And with community campaigns, we are in a position to understand the require in a moment,

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and truly meet the shopper in that “I require it right now” moment.

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Probably a person of the most exciting things is sort of the place we are headed.

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With in excess of a hundred million Stability Rewards customers,

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our capability to put those things together and combine them into

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what we are accomplishing in community campaigns is truly likely to accelerate our ability

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and, once more, make it possible for us to produce an even improved working experience

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and meet the requires of our prospects.

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>> LAWRENCE: And finally, what does long term digital investment decision glance like for Walgreens?

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>> LUKE: So it really is significantly less about, are you shifting from classic and shifting it into digital,

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and it really is a lot more about comprehending what it is you are accomplishing in digital

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that is a lot more effective, and what is driving your ROI

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and where’s that contribution coming from in terms of the improved gain.

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And, pretty frankly, it really is all about how you deploy your knowledge.

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It can be a lot more about comprehending that, and then getting those rules

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and making use of them to what you do classic,

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and in essence, digitizing your classic ecosystem, if you will.

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And once more, you won’t be able to do that on your individual:

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a) it can take a village, and,

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b) it really is truly about evolving the market in totality,

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and we want to be at the forefront of pushing that ahead.

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And we are, and we proceed to glance for companions to assistance us travel that.