Personalization? Opportunity Missed
By Tim Binder
Having been on the Walgreens beat since 2009, I was one of the first consumers to sign up for the drug chain’s Balance Rewards program in 2012, and one of the first to sign up for myWalgreens just last fall.
The retailer has years of my purchase history, and it also has my home address.
So I was surprised (and a little perplexed) to pull this generic mailer out of my mailbox on Jan. 25. It was addressed to “Valued Walgreens Customer” and included “Not a member yet?” messaging that got under my skin.
No personalization. No acknowledgement of my loyalty.
I understand this surely was a mass mailing to the area, trying to drum up business as well as myWalgreens registrations.
Yet it's just a little disappointing, given Walgreens' personalization promise that accompanied the myWalgreens launch.
Walgreens sent Valentine’s Day-themed mailers to consumers’ homes during the final week of January, dangling $10 in Walgreens Cash rewards via six coupons contained in the mailer.
The mailer carried “rewards in a heartbeat” and “happy Valentine’s Day” messaging, and included a note signed by “Your local Walgreens” that also identified the location of the store.
The note said that offers included in the mailer could alternatively be added to myWalgreens members' accounts digitally at walgreens.com/offers.
Additional messaging instructed consumers how to join the loyalty program if they weren’t already a member.
Only one national brand was represented in the coupons, which were good for a:
- $3 reward with a $15 in-store purchase;
- $3 reward with purchase of RB's Schiff Move Free or Glucosamine products;
- $1 reward with purchase of two private-label Complete Home bath or facial tissue products;
- $1 reward with purchase of two private-label Nice packaged mints or hard candy SKUS;
- $1 reward with purchase of two Nice packaged chocolate candy products;
- $1 reward with purchase of three Nice soft drink products.