Walgreens Boosts Personalization Partnership

As it looks to deliver personalized health care and shopping offerings, Walgreens Boots Alliance has expanded its strategic partnership with Microsoft and Adobe, one established to launch a world-class digital experience and customer insights platform.

The idea is to provide Walgreens and Boots customers with products and services from the company’s global pharmacy and retail businesses wherever, whenever and however they may want them. The platform will help advance the company into the second phase of its digital transformation, a key strategic priority.

The strategic partnership with Microsoft and Adobe will allow it to harness insights to deliver more engaging and personalized experiences, while respecting and protecting privacy choices of patients and customers. It will help increase access to key services within pharmacy and beauty, among other categories, while driving convenience and providing more options to address daily needs.

With the new platform in place, Walgreens will launch an individually tailored prescription service for patients at Walgreens, and Boots will launch a bespoke beauty experience for customers by enabling its beauty consultants to provide custom product recommendations. The platform also will enhance the retailer’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.

“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 health care and retail offering,” said Vineet Mehra, WBA global chief marketing officer.