Walgreens Partners With Adobe And Microsoft To ‘Personalize’ Customer Experience
Walgreens Boots Alliance said it is expanding its partnership with Microsoft while adding a deal with Adobe to better “personalize” the shopping and healthcare experience of its more than 100 million customers.
The drugstore giant, which has already been working with Microsoft for the last 18 months to modernize technology and move operations to the cloud, says the new phase of the relationship is focused on a “new personalization platform.”
When announcing its partnership with Microsoft last year, Walgreens said the two companies were making a multiyear research and development investment to “build health care solutions, improve health outcomes and lower the cost of care.” The so-called second phase announced Tuesday with Microsoft plus Adobe is designed to leverage the technology of the two partners to better engage with Walgreens customers by connecting the global drugstore chain’s customer data with “Microsoft’s cloud-based data platform and Adobe’s Customer Experience Management solutions,” executives said.
“In the past, the off-line experience wouldn’t have connected to the online experience,” Walgreens Boot Alliance global chief marketing officer Vineet Mehra said in an interview. “We’re connecting the whole Walgreens experience between pharmacy, immunization and retail all through signals to make (a customer’s) healthcare and health outcomes to be a more positive . . . experience.”
Walgreens push to digitize the company and its customer experiences comes as rivals CVS Health and Walmart form partnerships and invest more in technology to speed healthcare delivery in a value-based approach to deliver services and prescriptions in the right place, at the right time and in the right amount. Earlier this month, for example, Walmart bought tech startup CareZone’s prescription management technology and related patents.
“We are extremely comfortable to now kick off phase 2,” Walgreens Boots Alliance global chief information officer Francesco Tinto said in an interview.
Walgreens executives said they will be combining “previously disparate customer data sets, including information from more than 100 million members” of the company’s loyalty programs “into a more singular, unified view of the customer – powered by these modern technology platforms.”
As one example, Walgreens said it will launch “individually tailored” prescription experiences for patients at Walgreens stores.
A customer today that might be contacted in multiple ways including a text message or e-mail that a prescription is ready will soon get an e-mail that link that not only includes a refill reminder but a “landing page” with a host of information about dosages, prices and other health information, Mehra said. The new technology from Adobe would also alert the patient that a prescription was available even as the customer was inside the store to avoid a second trip to the drugstore, Mehra said.
Customers will begin noticing the changes this fall, Mehra and Tinto said.