SEJ Summit 2015: Omni-Channel "Anywhere, Anytime" Marketing for Success by John Curtis

Sebastian Wenzel, Webanalyticsbook

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Instant data. Tweak

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competitors.

#SEJSummit#Searchmetrics

• Walgreens: Rx, Daily Living, Photo,

Local, Site Search

• 6 years in SEO, 1 year industrial

laundry, 27 days professional poker

• Champion, Walgreens Intramural

Basketball League

@JohnJCurtis

3 Takeaways

Convenience has a new corner

The customer designs the customer experience

Customer intent needs to drive the

omni-channel strategy

#SEJSummit#Searchmetrics @JohnJCurtis

Goal: Create a seamless customer journey regardless of path

• Each customer defines what “omni” means

• Bigger than your brand’s assets

• Not just a multi-device presence

• Not a choice


Walgreens at a Glance

• >8,200 drugstores

• 856M scripts filled in FY14

• 6.3M customers/day

• 240K team members

• >70K healthcare service

providers

It’s more than channel shift, it’s a change in how our customers know us and trust us

There’s a massive value here

1. Provide a path to purchase anywhere,

anytime

2. Offer anything desired in any channel

desired


We used to measure convenience in miles and minutes

“Two-thirds of Americans live within three miles of a Walgreens store”

Now, with mobile, our competition is a keystroke away

For customer visibility, the corner of

index finger and touchscreen has

replaced the corner of 2nd and Main


Today, we measure distance in inches and instants

Mobile changes the nature of retail convenience, placing new pressure on Walgreens to redefine convenience once again

Providing key customer paths to purchase that relate in-store experiences to multiple devices


Creating Seamless cross-channel experiences pays off

• >1M clipped coupons/week &

growing

• 2014 Webby Award winner

Paperless Coupons


Creating Seamless cross-channel experiences pays off

>40% of web print orders

come from a mobile device

QuickPrints


Source: “Desire Path, Tirana” Flickr Creative Commons License, Commercial Use Allowed

1. Follow customer desire paths beyond

owned properties

2. Offer value to the community to be

truly omni-channel


Customers find and trust location information outside of your owned media

>60% of Google users rely on

Google local info


Customers find and trust location information outside of your owned media

Who do customers blame for incorrect business information

on third party directories?

3 in 10 people blame the

business


90% Of The Day, Her Phone Is Never Farther Than 3 ft

Photo Prints API: 160 integrations in less than 3 yrsIntegrating into

customers’ channels –Walgreens API Program


Integrating into customers’ channels –Walgreens API Program

>40 million new patients gained

access to Walgreens prescription

refill service via a third party app


Integrating into customers’ channels –Walgreens API Program


“21% of US consumers use

some form of technology to

track their health data, such as

a spreadsheet, website, app, or

device”

- Pew Research

Improving Medication Adherence

• Connect device + walk 1 mile/day = 7% more

adherent

• Diabetes patients who connect a glucose

meter = 11% more adherent

1. Use Site Search Analytics to identify

customer intent

2. Listen to customer feedback to drive

product development


#SEJSummit#Searchmetrics

Site Search Analytics and Omni-channel

• Understanding customer intent for

categories of site searches is vital to

analysis

• Without tying online behavior directly to in-

store behavior, we cannot truly group and

optimize for our site search experience

• Omni-channel analysis can inform on site

search optimization and UX


Website Conversion Rate



Omni-Channel Conversion Rate


Listening to customers: Whatever, Wherever, Whenever


Customers demand in-

store pickup to be an

option

Customers expect

inventory to match

across channels

Customers expect

inventory and pricing

accuracy at store level

In-Store-ModeAutomatically recognizes

when the customer enters

one of our stores, and tailors

the experience for in-store

shopping


3 Takeaways

Convenience has a new corner

The customer designs the customer experience

Customer intent needs to drive the

omni-channel strategy


@johnjcurtis

linkedin.com/in/johnjcurtis

plus.google.com/+JohnJCurtis


SEJ Summit 2015: Omni-Channel "Anywhere, Anytime" Marketing for Success by John Curtis

Marketing

patheach customer

average customer

chooseyour customer

searchmetrics walgreens

channel desired

new cornerthe customer

omnichannel strategy

seamless customer journey