Making a seamless connection between in-store and online

Drug Store News, March 22, 2004 by Michelle L. Kirsche

Walgreens kicked off 2004 with more than 1.6 million unique visitors to its Web site during January, second only to Drugstore.com, with 11.9 million unique visitors. The retailers outpaced CVS.com and RiteAid.com, with a respective 923,000 and 515,000 unique visitors, according to comScore Media Metrix data.

Walgreens.com also received accolades from The Customer Respect Group for its online qualities in the areas of customer responsiveness, ease of use and consumer privacy.

Those qualities matter, said CRG president Roger Fairchild, because a user-friendly, easy-to-navigate and trustworthy site translates to the same feeling a customer gets when he or she walks into a bricks-and-mortar store and is met by a helpful and knowledgeable staff. It also translates to more online rings.

In addition, to capture an even larger online customer base, Walgreens is addressing specific consumer groups with a newly tailored online format.

As part of its ongoing effort to attract the growing number of Hispanic consumers, Walgreens became the first national pharmacy retailer to launch a Web site designed specifically for the Spanish-speaking population. Launched in August, WalgreensEspanol.com provides drug information, an online prescription refill form, a store locator and directions on how to use services on Walgreens.com. The site also redirects users to Walgreens.com for more information. While WalgreensEspaSol.com is a pared down version of the retailer's English-language Web site, Walgreens plans to add new online services based on user feedback.

In addition to its Spanish-language site, Walgreens also was the first pharmacy chain to fully integrate its online pharmacy with its retail locations, offering patients a chance to view and update their personal prescription history online. In 1998, the retailer began offering prescription refills online, which patients picked up at the store location where the prescription was most recently filled. Walgreens then launched its full-service online pharmacy in 1999, encompassing new prescriptions and refills for pick up at any Walgreens location or by mail. Walgreens later opened its full online drug store in 2000.

Last year, the retailer processed more than 18,500 online prescriptions per day, with more than 95 percent of patients picking them up at a store location, said Walgreens spokeswoman Carol Hively. The transaction gives Walgreens the chance to interact with customers at two points of purchase.

Walgreens' customers can learn more about Walgreens.com by picking up a store circular. The retailer promotes its site and Web-exclusive offerings through its weekly circulars. Walgreens' circular for the last week of February told customers to track their rebate earnings online by going to Walgreens.com/easysaver and clicking on Rebate Status. The circular also promoted the UpEasy Lifting Cushion, an exclusive Internet offer sale-priced at $80 from an original $99.99.

The ultimate message to consumers conveyed in the circular: Walgreens is there for them 24/7. "Make Walgreens your store. Online. Day or Night @ Walgreens.com," was touted.

That seamless integration from in-store to online retailer has helped propel Walgreens.com to the top.

A CRG study measuring retailers' performance from an online perspective found Walgreen Co. tied for third out of 52 Fortune 1,000 companies in the retail sector, beating out Amazon.com, Wal-Mart Stores and Kmart Corp.

The results affirmed Walgreens' e-commerce strategy to extend its products and services available at its more than 4,300 stores, while providing customers additional convenience and access to information. Transcending its bricks-and-mortar pharmacies, Walgreens.com gives patients direct control in managing their health care online and access to the same information their Walgreens' pharmacist holds.

Released in the fall, the study gave both Walgreens and CVS Corp. a customer respect index of 8.9 out of a possible 10. In comparison, Rite Aid Corp. rated an 8.5, Longs Drug Stores rated 6.4, and ShopKo Stores rated 5.4.

CRG based its scores on attributes that create the optimal online customer experience, including respect for privacy, valuation of customer data, a strong customer focus, open and honest policies, ease of navigation and a quick and thorough response to inquiries.

According Fairchild, Walgreens achieved a perfect 10 in the area of responsiveness. CRG's research team said Walgreens.com sent an auto-response, followed by a full response, to a question posed to a Walgreens pharmacist the same day the question was submitted. CRG said Walgreens' response was relevant to the question, provided detailed information on the topic and was fully personalized with a friendly and appropriate tone.

Walgreens.com also achieved a high score on ease of navigation. Its Web site was clear and easy to navigate, according to the study, and the contact form for customers to fill out was easy to use and quick to complete. The privacy policy also was easy to find with a clear link on each page, said Fairchild.