omni-channel "anywhere, anytime" marketing for success by john curtis - #sejsummit silicon...

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• Walgreens: Rx, Daily Living, Photo, Local, Site Search

• 3.5 years - Walgreens, 1.5 years - Husband, T-minus 5 months - Father

• Champion, Walgreens Intramural Basketball League

@JohnJCurtis

3 Takeaways

Convenience has a new corner

The customer designs the customer experience

Customer intent needs to drive the

omni-channel strategy

#SEJSummit#Searchmetrics @JohnJCurtis

Goal: Create a seamless customer journey regardless of path• Each customer defines what “omni” means • Bigger than your brand’s assets• Not just a multi-device presence• Not a choice


Walgreens at a Glance

• >8,200 drugstores

• 856M scripts filled in FY14

• 6.3M customers/day

• 240K team members

• >70K healthcare service providers

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


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 awayFor customer visibility, the corner of index finger and touchscreen has replaced the corner of 2nd and Main


Today, we measure distance in inches and instants

Mobile changes the nature of retail convenience, placing new pressure on Walgreens to redefine convenience once again

Providing key customer paths to purchase that relate in-store experiences to multiple devices


Creating Seamless cross-channel experiences pays off

• >1M clipped coupons/week & growing• 2014 Webby Award winner

Paperless Coupons


Creating Seamless cross-channel experiences pays off

>40% of web print orders come from a mobile device

QuickPrints


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


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 information on third party directories?

3 in 10 people blame the business


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


Integrating into customers’ channels – Walgreens API Program

>40 million new patients gained access to Walgreens prescription refill service via a third party app


Integrating into customers’ channels – Walgreens API Program


“21% of US consumers use some form of technology to track their health data, such as a spreadsheet, website, app, or device”

- Pew Research

Improving Medication Adherence• Connect device + walk 1 mile/day = 7% more

adherent• Diabetes patients who connect a glucose

meter = 11% more adherent

1. Use Site Search Analytics to identify customer intent

2. Listen to customer feedback to drive product development


#SEJSummit#Searchmetrics

Site Search Analytics and Omni-channel

• Understanding customer intent for categories of site searches is vital to analysis

• Without tying online behavior directly to in-store behavior, we cannot truly group and optimize for our site search experience

• Omni-channel analysis can inform on site search optimization and UX

@JohnJCurtis


Website Conversion Rate



Omni-Channel Conversion Rate


Listening to customers: Whatever, Wherever, Whenever


Customers demand in-store pickup to be an option

Customers expect inventory to match across channels

Customers expect inventory and pricing accuracy at store level

In-Store-ModeAutomatically recognizes when the customer enters one of our stores, and tailors the experience for in-store shopping


3 Takeaways

Convenience has a new corner

The customer designs the customer experience

Customer intent needs to drive the

omni-channel strategy


@johnjcurtis

linkedin.com/in/johnjcurtis

plus.google.com/+JohnJCurtis


omni-channel "anywhere, anytime" marketing for success by john curtis - #sejsummit silicon...

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