Walgreens Boots Alliance creates new personalised experiences

By Elly Yates-Roberts on 01 July 2020

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Walgreens Boots Alliance (WBA) has expanded its partnership with Microsoft and Adobe to deliver more personalised healthcare and shopping experiences for its customers, through new digital experiences and a customer insights platform.

Microsoft says that the move 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”.

“At WBA, our mission is to deliver extraordinary experiences that enrich our customers’ lives,” said Vineet Mehra, global chief marketing officer of WBA. “Capabilities to combine previously disparate customer data sets, including information from more than 100 million members of our loyalty programmes, into more singular, unified view of the customer – powered by these modern technology platforms – will enable us to truly personalise our omnichannel healthcare and retail offering.”

WBA will respect and protect its clients’ privacy choices, while using their data to offer more personalised experiences. For example, with the new customer insights platform Walgreens will launch a tailored prescription experience for patients and Boots will deliver a beauty experience by enabling Boots Beauty Consultants to provide custom product recommendations. According to Microsoft, the platform will also help WBA provide “mass personalisation – delivering the right offers and content to the right customer, in the right context, at the right time and through the right channels”.

“There’s no denying that the retail industry has been in a constant state of change over the past several years and consumers expect personalised interactions, connected online and in-store experiences, and high-quality customer service when they shop,” said Shelley Bransten, corporate vice president of retail and consumer goods at Microsoft. “Through this strategic partnership, WBA 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.”