Omni-Channel "Anywhere, Anytime" Marketing for Success By John Curtis, SEO Manager at Walgreens To quote a Google Advertising VP, "If you're just focusing on mobile, you're solving yesterday's problems." With that in mind, John takes us through the art and science of omni-channel marketing: how to harness analytics, segmentation, and content for the best UX across channels and devices. #SEJSummit Silicon Valley

2. Sebastian Wenzel, Webanalyticsbook
Free 30-Day Trial
Instant data. Tweak
strategies. Benchmark
competitors.

3. #SEJSummit
#Searchmetrics
• Walgreens: Rx, Daily Living, Photo, Local,
Site Search
• 3.5 years - Walgreens, 1.5 years -
Husband, T-minus 5 months - Father
• Champion, Walgreens Intramural
Basketball League
@JohnJCurtis

4. 3 Takeaways
Convenience has a
new corner
The customer designs
the customer
experience
Customer intent
needs to drive the
omni-channel strategy
#SEJSummit
#Searchmetrics @JohnJCurtis

6. Goal: Create a seamless customer journey
regardless of path
• Each customer defines what “omni” means
• Bigger than your brand’s assets
• Not just a multi-device presence
• Not a choice
#SEJSummit
#Searchmetrics @JohnJCurtis

7. Walgreens at a Glance
• >8,200 drugstores
• 856M scripts filled in FY14
• 6.3M customers/day
• 240K team members
• >70K healthcare service
providers

8. It’s more than channel shift, it’s a change in how our
customers know us and trust us
There’s a massive value here

10. 1. Provide a path to purchase anywhere,
anytime
2. Offer anything desired in any channel
desired
#SEJSummit
#Searchmetrics @JohnJCurtis

11. We used to measure convenience in miles and minutes
“Two-thirds of
Americans live
within three
miles of a
Walgreens
store”

12. Now, with mobile, our
competition is a keystroke
away
For customer visibility, the corner of
index finger and touchscreen has
replaced the corner of 2nd and Main
#SEJSummit
#Searchmetrics @JohnJCurtis

13. Today, we measure distance in inches and instants
Mobile changes the nature
of retail convenience,
placing new pressure on
Walgreens to redefine
convenience once again

14. Providing key
customer paths to
purchase that
relate in-store
experiences to
multiple devices
#SEJSummit
#Searchmetrics @JohnJCurtis

15. Creating
Seamless
cross-channel
experiences
pays off • >1M clipped coupons/week & growing
• 2014 Webby Award winner
Paperless Coupons
#SEJSummit
#Searchmetrics @JohnJCurtis

16. Creating
Seamless
cross-channel
experiences
pays off
>40% of web print orders
come from a mobile device
QuickPrints
#SEJSummit
#Searchmetrics @JohnJCurtis

17. Source: “Desire Path, Tirana” Flickr Creative Commons License, Commercial
Use Allowed

18. 1. Follow customer desire paths beyond
owned properties
2. Offer value to the community to be
truly omni-channel
#SEJSummit
#Searchmetrics @JohnJCurtis

19. Customers find
and trust
location
information
outside of your
owned media
>60% of Google users rely on
Google local info
#SEJSummit
#Searchmetrics @JohnJCurtis

20. Customers find
and trust
location
information
outside of your
owned media
Who do customers blame for
incorrect business information
on third party directories?
3 in 10 people blame the
business
#SEJSummit
#Searchmetrics @JohnJCurtis

21. 90% Of The Day, Her Phone Is Never Farther Than 3 ft

22. Photo Prints API: 160
integrations in less than 3 yrsIntegrating into
customers’
channels –
Walgreens API
Program
#SEJSummit
#Searchmetrics @JohnJCurtis

23. Integrating into
customers’
channels –
Walgreens API
Program
>40 million new patients gained
access to Walgreens prescription
refill service via a third party app
#SEJSummit
#Searchmetrics @JohnJCurtis

24. Integrating into
customers’
channels –
Walgreens API
Program
#SEJSummit
#Searchmetrics @JohnJCurtis
“21% of US consumers use
some form of technology to
track their health data, such as
a spreadsheet, website, app, or
device”
- Pew Research
Improving Medication Adherence
• Connect device + walk 1 mile/day = 7% more
adherent
• Diabetes patients who connect a glucose
meter = 11% more adherent

26. 1. Use Site Search Analytics to identify
customer intent
2. Listen to customer feedback to drive
product development
#SEJSummit
#Searchmetrics @JohnJCurtis

27. #SEJSummit
#Searchmetrics
Site Search
Analytics and
Omni-channel
• Understanding customer intent for
categories of site searches is vital to
analysis
• Without tying online behavior directly to in-
store behavior, we cannot truly group and
optimize for our site search experience
• Omni-channel analysis can inform on site
search optimization and UX
@JohnJCurtis

28. Site Search
Analytics and
Omni-channel
Website Conversion Rate
#SEJSummit
#Searchmetrics @JohnJCurtis

29. Site Search
Analytics and
Omni-channel
Omni-Channel Conversion Rate
#SEJSummit
#Searchmetrics @JohnJCurtis

30. Listening to customers: Whatever,
Wherever, Whenever
#SEJSummit
#Searchmetrics @JohnJCurtis
Customers demand in-
store pickup to be an
option
Customers expect
inventory to match
across channels
Customers expect
inventory and pricing
accuracy at store level

31. In-Store-Mode
Automatically recognizes
when the customer enters
one of our stores, and tailors
the experience for in-store
shopping
#SEJSummit
#Searchmetrics @JohnJCurtis

32. 3 Takeaways
Convenience has a
new corner
The customer designs
the customer
experience
Customer intent
needs to drive the
omni-channel strategy
#SEJSummit
#Searchmetrics @JohnJCurtis

33. @johnjcurtis
linkedin.com/in/johnjcurtis
plus.google.com/+JohnJCurtis
#SEJSummit
#Searchmetrics @JohnJCurtis