Resource: Daily News
Walgreens Drives Customer Engagement through Personalized Marketing
By: Jim Tierney, Loyalty360 BACK TO RESULTS
Walgreens has a powerful loyalty program, Balance Rewards, which has a membership hovering around 130 million.Reaching that lofty status, from a membership perspective, didn’t happen over night. Mindy Heintskill, Senior Director of Loyalty and Vendor Collaboration, Walgreens told attendees during her Tuesday session, “Driving Customer Engagement and Sales Growth through Personalized Marketing,” at the 8th annual Loyalty Expo presented by Loyalty360 – The Loyalty Marketers’ Association, that she started at the company around the time the Balance Rewards loyalty program launched in September 2012.“We’re getting great engagement in the loyalty program,” Heintskill said.
Why did Walgreens start Balance Rewards? “We wanted to thank our customers and gain customer knowledge and customer behavioral data,” Heintskill said. “It’s important for us to focus on retaining best customers. Data is very important. Walgreens doesn’t make any assortment decisions without looking at customer data. We had the opportunity to be more personalized. We have a commitment to testing. What we’re doing now is very traditional. We have all kinds of tests going on through different forms and different channels. You can’t be customer-centric on your own.”
MH-Comments. The headline is somewhat buried in this article. Ms. Heintskill is not only responsible for shopper loyalty, but also “vendor collaboration”. Too many retailers have not transitioned their vendor partnerships from pure trade support to actually providing targeted content for their loyalty programs.
This commitment by Walgreens is significant and will bode well for the continued success of their program.