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WBA moves to broaden omnichannel offering

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DEERFIELD, Ill. — Walgreens Boots Alliance (WBA) made two recent announcements that strengthen its omnichannel efforts, including an expansion of its strategic partnership with Microsoft and Adobe to launch a world-class digital experience and customer insights platform to deliver personalized health care and shopping offerings. The chain also opened more than 30 small-format pharmacies as part of a new pilot program.

The expanded partnership will provide Walgreens and Boots customers with products and services from WBA’s global pharmacy and retail businesses wherever, whenever and however they may want them. Establishing this platform will advance WBA into the second phase of its digital transformation, one of its key strategic priorities.

“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’s global chief marketing officer. “This digital magic coupled with the valued knowledge and quality of care provided by our pharmacists and team members is what allows us to best serve our customers.”

The strategic partnership with Microsoft and Adobe allows WBA to harness insights to deliver more engaging and personalized experiences, while respecting and protecting privacy choices of patients and customers. This can help increase access to key services within pharmacy and beauty, among other categories, while driving convenience and providing more options to address daily needs. Data privacy and security are fundamental design principles in the development of the technology, underscored by Microsoft’s investments in building a trusted cloud platform.

Meanwhile, the new concept stores measure about 13,500 square feet, and they are focused on delivering pharmacy and health and wellness products and services. Store locations include Mobile, Ala., and Greenville, S.C. The chain said it believes that the pharmacy of the future is one that combines a strong community presence with omnichannel customer offerings driven by data, insights and transparency.