Walgreens Launches New Retail Advertising Business

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Walgreens Launches Retail Media Network
Walgreens Launches Retail Media Network

Walgreens announced the launch of a new retail media network officially dubbed Walgreens Advertising Group (WAG). Through the new network, Walgreens is promising marketers better personalization as well as direct access to data-rich first-party consumer insights that can help better guide and support their digital advertising efforts and maximize their return on investment.

“At Walgreens, we have an unparalleled insight into consumers’ needs and shopping preferences when it comes to health and wellness items and everyday needs,” said Luke Kigel, vice president, Walgreens integrated media and head of Walgreens Advertising Group.

Through WAG, Walgreens is banking on growing a bigger ad business by emphasizing its ability to leverage its physical retail footprint of more than 9,000 stores as well as its loyalty program that has more than 100 million members.

“Leveraging advanced technology to unlock the power of our first-party data, we can help brands accelerate ROI by delivering relevant and personalized experiences to their highest value consumers.”

Just last month, Walgreens debuted MyWalgreens, a revived loyalty program that allows consumers to place orders online or through the mobile application and pick up their purchases in-store, on the curbside, or via the retailer’s drive-thrus in about 30 minutes.

“As America’s community pharmacy, Walgreens is delivering an unparalleled experience to help customers and patients manage their health and wellbeing during the most severe health crisis of our lifetimes,” said John Standley, Walgreens president.

Consumers looking to join the program can signup for myWalgreens for free and start earning 1 percent in Walgreens Cash rewards storewide and 5 percent in Walgreens Cash rewards when purchasing the company’s branded products. And as an additional perk, members can also expect to receive personalized deals.

The company has also collaborated with Microsoft, Adobe and Epsilon to deliver highly personalized customer experiences.

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