Walgreens Boots Alliance Announces New Digital Experience and Customer Insights Platform

Walgreens Boots Alliance has announced the expansion of its partnership with Microsoft and Adobe. The expansion of this partnership signals the launch of a new digital experience and customer insights platform that will look to deliver personalized healthcare and shopping offerings.
"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 healthcare and retail offering," said Vineet Mehra, global chief marketing officer, Walgreens Boots Alliance, in a Walgreens press release. "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."
As a result of this continued partnership between the three brands, Walgreens will be launching an individually tailored prescription experience for patients at Walgreens. Boots will also launch a bespoke beauty experience for customers by allowing Boots Beauty Consultants to provide custom product recommendations.
"There's no denying that the retail industry has been in a constant state of change over the past several years and consumers expect personalized interactions, connected online and in-store experiences, and high-quality customer service when they shop," said Shelley Bransten, CVP Retail and Consumer Goods Industries, Microsoft, in the same Walgreens news release. "Through this strategic partnership, Walgreens Boots Alliance is transforming the future of retail, health, and beauty, creating digital experiences that make shopping fun and rewarding. Dynamics 365, Power Platform, and Adobe's Experience Cloud will provide deep insights and a single view of the customer, enabling the nurturing of customer relationships on one platform for highly tailored experiences."
Detailing some of the specifics of the platform, Microsoft's Dynamics 365 Customer Insights will serve as the WBA's Customer Data Platform, and Abobe's Customer Experience Management solutions will help the company deliver unmatched customer experiences.
"Adobe has been a strategic partner for global brands in their digital transformation," said Anil Chakravarthy, executive vice president and general manager, Digital Experience Business, Adobe, also noted in the press release. "COVID-19 has created a world that is more digital while redefining the value of physical stores. Walgreens Boots Alliance, a global leader in retail and wholesale pharmacy, is taking this head-on and paving the way for its next chapter. With Adobe Experience Cloud, WBA will be able to activate customer data and personalize experiences, while better blending online and offline customer experiences."

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