SalesTech Star

Walgreens Boots Alliance Creates Personalized, Omnichannel Healthcare and Shopping Experiences Powered by New Customer Experience Management Technology and Data Platform

Walgreens Boots Alliance, announced an expansion of its strategic partnership with Microsoft and Adobe to launch a world-class digital experience and customer insights platform to deliver personalized healthcare and shopping offerings. It will provide Walgreens and Boots customers with products and services from its global pharmacy and retail businesses wherever, whenever and however they may want them. Establishing this platform will advance WBA into the second phase of its digital transformation, one of its key strategic priorities.

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“Adobe has been a strategic partner for global brands in their digital transformation”

“At WBA, our mission is to deliver extraordinary experiences that enrich our customers’ lives. 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 offering,” said Vineet Mehra, global chief marketing officer, Walgreens Boots Alliance. “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.”

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For more than a century, WBA’s iconic brands, including Walgreens and Boots, have earned the trust of patients and customers by serving their needs in some of the most personal categories – health, wellness and beauty. The strategic partnership with Microsoft and Adobe allows WBA to harness insights to deliver more engaging and personalized experiences, while respecting and protecting privacy choices of patients and customers. This can help increase access to key services within pharmacy and beauty, among other categories, while driving convenience and providing more options to address daily needs. Data privacy and security are fundamental design principles in the development of the technology, underscored by Microsoft’s investments in building a trusted cloud platform.

For example, with this new personalization platform, Walgreens will launch an individually tailored prescription experience for patients at Walgreens, and Boots will launch a bespoke beauty experience for customers by enabling Boots Beauty Consultants to provide custom product recommendations. This new platform will also dramatically enhance WBA’s marketing effectiveness and power the company’s strategic initiative around mass personalization – delivering the right offers and content to the right customer, in the right context, at the right time and through the right channels.

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