Multifaceted campaign highlights the importance of care, trust and accessibility to Walgreens customers
DEERFIELD, Ill., 2017-Dec-06 — /EPR Retail News/ —Walgreens and its customers have certainly changed since the first Walgreens drugstore opened in 1901, but one constant over that time is Walgreens legacy of care. That’s the foundation of a new, multifaceted brand positioning and identity that launched Sunday and is reflected in the new tagline, Walgreens. Trusted since 1901.
The brand positioning is an effort to emphasize the aspects of Walgreens from the past 116 years that customers truly love. Those attributes – care, trust and accessibility – are the focus of the campaign, which includes new advertising and marketing, and a purpose to champion the health and well-being of every community in America.
“We went deep into Walgreens history to rediscover what makes Walgreens great,” said Alex Gourlay, co-chief operating officer for Walgreens Boots Alliance, Inc. and president of Walgreens. “It was clear from our research that three strong characteristics define our relationship with our customers, rooted firmly in our history since 1901: care, trust and accessibility. We’ve always cared for our customers’ health and well-being, but how we’ve cared has evolved over time. As consumer behavior continues to change, we will focus on these core attributes to help define the work we do.”
Over the past three years, Walgreens has redefined its commercial offering at every touch point across pharmacy, retail, health care services and consumer services, and the brand campaign signals the start of the next phase of its transformation. Walgreens continues to introduce programs and services addressing customers’ needs through a lens of care, trust and accessibility. Some of the more recent examples include high-touch care provided through Walgreens specialized pharmacies focused on disease states such as oncology, hepatitis and HIV; the addition of trained beauty consultants at approximately 3,000 stores; convenient access to FedEx package pickup and drop-off services at 7,500 stores; the simplification of the product assortment in approximately 1,500 stores to make shopping easier and more.
“Trusted since 1901 reinforces the fundamental truth of the work we do: that behind every prescription and purchase is a person, and behind every person is a unique story,” said Adam Holyk, Walgreens senior vice president and chief marketing officer. “Since the beginning of our company, we have dedicated ourselves to serving the people of our communities, supporting them through their ups and downs, whenever they need us. Straightforward, authentic, warm and reliable, we’re here to help everyone – every day. Beyond a new tagline, we hope to reflect where our brand is headed in the future with new initiatives and services that align to our brand promise: to always to be here to help you feel good.”
Also beginning today, the company is releasing a series of digital vignettes called “Care Stories,” which feature real employees and Walgreens customers. The videos are a snapshot of how Walgreens continues to provide care to its patients.
To view the “Care Stories,” visit http://bit.ly/2noiH5C.
Walgreens (walgreens.com), a provider of trusted care in communities since 1901, is included in the Retail Pharmacy USA Division of Walgreens Boots Alliance, Inc. (NASDAQ: WBA), the first global pharmacy-led, health and wellbeing enterprise. Approximately 8 million customers interact with Walgreens in stores and online each day, using the most convenient, multichannel access to consumer goods and services and trusted, cost-effective pharmacy, health and wellness services and advice. Walgreens operates 8,100 drugstores with a presence in all 50 states, the District of Columbia, Puerto Rico and the U.S. Virgin Islands, along with its omnichannel business, Walgreens.com. Approximately 400 Walgreens stores offer Healthcare Clinic or other provider retail clinic services.