Previewing the P2PX keynote from Walgreens' chief marketing officer

In this digital age, a world where consumers are conjoined to their mobile phones, find inspiration over social media, play with virtual reality and interact with AI, what remains most important in marketing is a personal experience and a touch of humanity, according to Drug Store News, Store Brands' sister publication.

“Data and technology are the enablers and help amplify everything we do, but it’s still in service of meeting consumers’ basic human wants and needs,” says Alyssa Raine, acting chief marketing officer of Walgreens. “At the end of the day, it’s about people – their stories, their experiences and their lives. We hope to have the privilege of being a part of their lives, to enrich their lives through good health and happiness.”

Raine will address these ideas about technology and the consumer during her Nov. 13 keynote presentation at the Path to Purchase Expo in Chicago. She specifically will discuss how Walgreens uses digital to enhance the shopper experience and the company’s broader goal to be everything a shopper needs in health and beauty.

Elaborating more on this long-term vision, Raine says Walgreens is aiming for personalization at scale. “This means combining all of our rich customer data sets into a single, unified view of the customer – powered by technology – that allows us to deliver consistent, personalized customer experiences across all touchpoints and channels.”

To read the Drug Store News article, click here.