Walgreens Boots Alliance's Digital Transformation Continues

Tim Binder
Executive Editor
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Walgreens Boots Alliance is launching a digital experience and customer insights platform to deliver personalized healthcare and shopping offerings, an expansion of its partnerships with Microsoft and Adobe.

The platform will provide Walgreens and Boots customers with products and services from the company’s pharmacy and retail businesses wherever, whenever and however they may want them, according to a media release.

“At WBA, our mission is to deliver extraordinary experiences that enrich our customers’ lives,” Vineet Mehra, global chief marketing officer at Walgreens Boots Alliance, said in the release. “Capabilities to combine previously disparate customer data sets, including information from more than 100 million members of our loyalty programs, into a more singular, unified view of the customer – powered by these modern technology platforms – will enable us to truly personalize our omnichannel healthcare and retail offerings. This digital magic coupled with the valued knowledge and quality of care provided by our pharmacists and team members is what allows us to best serve our customers.”

Walgreens Boots Alliance co-chief operating officer Alex Gourlay hinted at what was to come back in March during his Path to Purchase Institute Hall of Fame interview. “The phrase that I really like is: ‘Walgreens and partners: human kindness, with digital magic,’” Gourlay told the Institute. “That’s what we are trying to do. It’s a massive task to drive consumer accessibility and value in the healthcare marketplace.”

The company will be able to deliver more engaging and personalized experiences, according to the release, while respecting and protecting privacy choices of patients and customers.

As examples, Walgreens will launch an individually tailored prescription experience, and Boots will launch a beauty experience for customers by enabling beauty consultants to provide custom product recommendations.

According to the release, Microsoft Dynamics 365 Customer Insights will serve as Walgreens Boots Alliance’s customer data platform (CDP). Adobe’s customer experience management (CXM) solutions will enable the company to deliver those unmatched customer experiences.

"There's no denying that the retail industry has been in a constant state of change over the past several years and consumers expect personalized interactions, connected online and in-store experiences, and high-quality customer service when they shop,” Shelley Bransten, corporate vice president retail and consumer goods industries at Microsoft, said in the release. “Through this strategic partnership, Walgreens Boots Alliance is transforming the future of retail, health and beauty, creating digital experiences that make shopping fun and rewarding. Dynamics 365, Power Platform and Adobe’s Experience Cloud will provide deep insights and a single view of the customer, enabling the nurturing of customer relationships on one platform for highly tailored experiences.”