Walgreens revamps app, loyalty program

Dive Brief:

In a move to further focus on healthcare and wellness services, Walgreens announced last week that it is revamping its loyalty program and overhauling its app, according to a company press release.
In an effort dubbed myWalgreens, customers can shop online or via mobile, and pick up purchases in store, curbside or at the retailer's drive-thrus in about 30 minutes. The myWalgreens program, which is free to sign up for, also offers 1% Walgreens Cash rewards storewide, 5% Walgreens Cash rewards on the company's branded products and personalized deals for members.
Walgreens' app now features a pharmacy chat option, flu alerts and the ability to book medical care and vaccination appointments, according to the company.

Dive Insight:

In the middle of a pandemic, drugstores are positioning themselves as a healthcare resource for consumers. Walgreens is the latest retailer to push these services forward as it highlights its pharmacists as a central pillar in its overall strategy.

But, the company has some competition. Earlier in November, Rite Aid announced a rebranding effort that includes a new logo, website revamp, and holistic healthcare focus that also highlights its pharmacists by physically placing them in more accessible areas of the store.

CVS has also moved to aggressively expand its HealthHub concept, devoting about 20% of its retail space to health services to focus on preventative care, wellness activities and management of chronic conditions like asthma and diabetes. This fall, Walmart announced that it is moving forward with a nationwide expansion of its health superstores. And just last week, Amazon said it will sell and deliver prescription drugs on its online platform Amazon pharmacy.

"Walgreens is delivering an unparalleled experience to help customers and patients manage their health and wellbeing during the most severe health crisis of our lifetimes," Walgreens President John Standley said in a statement.

Walgreens' loyalty program currently has over 100 million members and its app has been downloaded more than 65 million times, according to the company.