際際滷

際際滷Share a Scribd company logo

Rich Lesperance - Brand Building Through Disruptive Mobile Innovation (SXSW Opening Keynote)

Rich Lesperance
Rich Lesperance

Walgreens has a long history of innovation in pharmacy services. Mobile apps are now an important part of their business strategy and omni-channel customer experience. Over 40% of Walgreens customers use their app in stores, and their first mobile app allowing prescription refills via photo scan was hugely popular, driving over 50% of online refills. Walgreens is now focused on using mobile apps to inspire customers through features like photo sharing and printing, and to transform their business through new platforms for health services and developing an API for other developers.

1 of 17
Downloaded 66 times
Brand-Building through Disruptive Mobile Innovation Rich Lesperance March 8th, 2013 息2013 Walgreen Co. All rights reserved.
Charles Walgreen would have loved mobile apps 息2013 Walgreen Co. All rights reserved. 2
Walgreens has a long history of innovation Stand-alone Pharmacies stores with Multiple Opened linked by drive-thru language First satellite pharmacies Rx labels In-store Clinic 1981 1992 2002 2006 1950 1960 1970 1980 1990 2000 2010 1950 1968 1991 1999 2005 2010 Self-service First with Point-of-sale Prescription Online Refill by stores child-resistant scanning history online digital photo scan containers 息2013 Walgreen Co. All rights reserved. 3
Mobile is now a true omni-channel platform for innovation of Walgreens customers use our >40% app while in a Walgreens store million visits per week to 3.2 Walgreens.com via mobile Mobile feature our customers #1 asked for was store coupons 息2013 Walgreen Co. All rights reserved. 4
In the next 3 years, over half of all retail sales will happen online or be influenced by online channel 3,799 US Online and Web-Influenced Retail Sales 3,636 ($ Billions) 3,478 3,313 3,155 2,977 1,812 1,780 1,771 Non-Web 1,741 1,723 Influenced 1,672 Retail Sales 1,660 1,429 1,552 Web Influenced 1,206 1,320 1,103 Retail Sales Online Retail Sales 202 226 252 278 304 327 US online and web 2011 2012 2013 2014 2015 2016 influenced as a % of total retail sales 44% 45% 47% 49% 51% 52% Source: Forrester Research (June 2012) 5 息2013 Walgreen Co. All rights reserved.
And our Mobile customers spend the most Walgreens Avg Spend per Customer Average annual spend, 2011 6X ($) 4X 3.5X Store ONLY Store Store Store + + + Online MOBILE Online + Source: Internal research MOBILE 6 息2013 Walgreen Co. All rights reserved.
We asked: Why is Walgreens your favorite app? Source: internal research 2012 7 息2013 Walgreen Co. All rights reserved.
Our first big hit was a game-changing utility % of online refills from mobile >50% 10% 2010 Today Source: Internal research 8 息2013 Walgreen Co. All rights reserved.
And then we had an epiphany The real voyage of discovery is not in seeing new lands, but in seeing with new eyes Marcel Proust, 1923 息2013 Walgreen Co. All rights reserved. 9
Basically, this was Mobile Marketing 1.0 息2013 Walgreen Co. All rights reserved. 10
Now we are using Mobile to inspire 200K checkins, 10 MM stories, 9 Industry awards 息2013 Walgreen Co. All rights reserved. 11
We can make shopping even easier 息2013 Walgreen Co. All rights reserved. 12
We can inspire people to print photos on their phones 息2013 Walgreen Co. All rights reserved. 13
We can turn a successful pharmacy feature .into a broad mobile health platform Manage Manage Family Your Members Rewards Health Refill by Scan Reminders Developer & Alerts Program 息2013 Walgreen Co. All rights reserved. 14
What people are saying about Walgreens The apocalypse is upon us: Walgreens has an API and SDK.... The real story is that what we think of as traditional businesses are no longer traditional businesses. --VentureBeat.com Scanning prescriptions is so fun, I wish I had more prescriptions to fill! --Pharmacy customer wooohooo!! this is great..the Printworthy app is really amazing to surprise our friends with photos. --Facebook fan 息2013 Walgreen Co. All rights reserved. 15
The New Reality for Brands in the Age of Mobile Your customers are more omnichannel than you Last years innovation is this years normal Theres no more online vs. offline If youre not changing the game, you missed the point Open your business to other developers Make way for non-conformists 息2013 Walgreen Co. All rights reserved. 16
Thank You!

More Related Content

Rich Lesperance - Brand Building Through Disruptive Mobile Innovation (SXSW Opening Keynote)

  • 1. Brand-Building through Disruptive Mobile Innovation Rich Lesperance March 8th, 2013 息2013 Walgreen Co. All rights reserved.
  • 2. Charles Walgreen would have loved mobile apps 息2013 Walgreen Co. All rights reserved. 2
  • 3. Walgreens has a long history of innovation Stand-alone Pharmacies stores with Multiple Opened linked by drive-thru language First satellite pharmacies Rx labels In-store Clinic 1981 1992 2002 2006 1950 1960 1970 1980 1990 2000 2010 1950 1968 1991 1999 2005 2010 Self-service First with Point-of-sale Prescription Online Refill by stores child-resistant scanning history online digital photo scan containers 息2013 Walgreen Co. All rights reserved. 3
  • 4. Mobile is now a true omni-channel platform for innovation of Walgreens customers use our >40% app while in a Walgreens store million visits per week to 3.2 Walgreens.com via mobile Mobile feature our customers #1 asked for was store coupons 息2013 Walgreen Co. All rights reserved. 4
  • 5. In the next 3 years, over half of all retail sales will happen online or be influenced by online channel 3,799 US Online and Web-Influenced Retail Sales 3,636 ($ Billions) 3,478 3,313 3,155 2,977 1,812 1,780 1,771 Non-Web 1,741 1,723 Influenced 1,672 Retail Sales 1,660 1,429 1,552 Web Influenced 1,206 1,320 1,103 Retail Sales Online Retail Sales 202 226 252 278 304 327 US online and web 2011 2012 2013 2014 2015 2016 influenced as a % of total retail sales 44% 45% 47% 49% 51% 52% Source: Forrester Research (June 2012) 5 息2013 Walgreen Co. All rights reserved.
  • 6. And our Mobile customers spend the most Walgreens Avg Spend per Customer Average annual spend, 2011 6X ($) 4X 3.5X Store ONLY Store Store Store + + + Online MOBILE Online + Source: Internal research MOBILE 6 息2013 Walgreen Co. All rights reserved.
  • 7. We asked: Why is Walgreens your favorite app? Source: internal research 2012 7 息2013 Walgreen Co. All rights reserved.
  • 8. Our first big hit was a game-changing utility % of online refills from mobile >50% 10% 2010 Today Source: Internal research 8 息2013 Walgreen Co. All rights reserved.
  • 9. And then we had an epiphany The real voyage of discovery is not in seeing new lands, but in seeing with new eyes Marcel Proust, 1923 息2013 Walgreen Co. All rights reserved. 9
  • 10. Basically, this was Mobile Marketing 1.0 息2013 Walgreen Co. All rights reserved. 10
  • 11. Now we are using Mobile to inspire 200K checkins, 10 MM stories, 9 Industry awards 息2013 Walgreen Co. All rights reserved. 11
  • 12. We can make shopping even easier 息2013 Walgreen Co. All rights reserved. 12
  • 13. We can inspire people to print photos on their phones 息2013 Walgreen Co. All rights reserved. 13
  • 14. We can turn a successful pharmacy feature .into a broad mobile health platform Manage Manage Family Your Members Rewards Health Refill by Scan Reminders Developer & Alerts Program 息2013 Walgreen Co. All rights reserved. 14
  • 15. What people are saying about Walgreens The apocalypse is upon us: Walgreens has an API and SDK.... The real story is that what we think of as traditional businesses are no longer traditional businesses. --VentureBeat.com Scanning prescriptions is so fun, I wish I had more prescriptions to fill! --Pharmacy customer wooohooo!! this is great..the Printworthy app is really amazing to surprise our friends with photos. --Facebook fan 息2013 Walgreen Co. All rights reserved. 15
  • 16. The New Reality for Brands in the Age of Mobile Your customers are more omnichannel than you Last years innovation is this years normal Theres no more online vs. offline If youre not changing the game, you missed the point Open your business to other developers Make way for non-conformists 息2013 Walgreen Co. All rights reserved. 16