When Lauren Brindley, Group VP of Beauty and Personal Care at Walgreens, and her household landed in Mexico, a van was ready for them on the airport. The driver took them to their boutique resort, mentioning locations of curiosity alongside the way in which. Upon arrival, Brindley didn’t should check-in; that was already taken care of. The resort supplied cocktails, snacks — however no nuts, because of Brindley’s allergy — and customized restaurant suggestions. She simply needed to signal a bank card slip.
How did the resort perceive her household’s tastes sufficient to do this? The similar approach it knew her allergy: from the information she supplied.
“As soon as I had identified myself as Mrs. Brindley on that first connection point, each member of the resort used an earpiece to communicate with each other along my customer journey,” says Brindley. “They’d tell each other, ‘Lauren is on her way.’ They were waiting, they were ready and they exceeded my expectations at every single point in time.”
Delivering the opening keynote at Worldwide Business Research’s current Future Stores convention in Seattle, Brindley identified that 7,000 brick-and-mortar shops shut yearly. And in her opinion, it’s as a result of retailers don’t at all times go the additional mile like that resort in Mexico.
Bringing that differentiated, customized experience to Walgreens
Brindley’s objective is to carry that experience — differentiated and customized — to 9,800 Walgreens shops across the nation. That experience is particularly necessary for magnificence and skincare merchandise, that are inherently customized, designed to look and work in a different way on each particular person.
One approach Walgreens has bridged bodily and digital is with Johnson & Johnson’s skinID expertise.
“It’s been built by scientists,” explains Brindley. “We ask you some questions. You can either answer on your own at home through your digital devices, or hopefully in a store w a beauty consultant. Then we’ll scientifically recommend the right acne products based on what we believe your skin needs.”
The six questions embody the place and how steadily you get away, and whether or not your pores and skin is oily or shiny, tough or easy. Using that information, the expertise develops customized three-step, day by day skincare regimens for every customer. If skinID detects any points — melanoma, as an example — the customer is referred to the suitable companies on the pharmacy.
“Long gone are the BOGO 50s”
Beauty is a high-churn vertical. Year after 12 months, new merchandise account for 30% of Brindley’s enterprise. The inherent personalization of cosmetics means signifies that customers usually need to work together with new merchandise in individual.
However, at present’s customers usually find out about new merchandise on-line, notably via social media. As Sephora CMO Deborah Yeh instructed The New York Times, “The lady at the counter has been replaced by hundreds of people on YouTube.”
In November, Walgreens launched the No7 pores and skin booster serum. In barely six months, it turned the nation’s #1 masking serum.
“The reason that became so big so quickly was because of the omnichannel approach we took,” says Brindley. “We started with influencers, digital programmatic and the touchpoints in the digital space. But we amplified them through the physical and connected it all with data.”
That omnichannel experience continues via customized suggestions and reductions. Consumers don’t get generic presents after they use Walgreens’ app. Regular L’Oréal buyers see one incentive, whereas Revlon followers obtain one other.
“Long gone are the BOGO 50s,” says Brindley, referring to the acronym for “buy one, get one half off.” “The world is moving and it’s moving fast. It’s going to be about personalized value.”