Why Walgreens Bets on New York to Test Digital

3 pilot programs indicate big plans

Over the past couple of years, Walgreens set up its 250 New York Duane Reade locations to test small digital programs to determine which should be rolled out nationally. Duane Reade’s Calvin Peters, digital communications manager, talked to Adweek about three different initiatives that are fueling this larger digital strategy.

Weather-triggered coupons

Unlike Walgreens, Duane Reade does not offer e-commerce, so mobile plays a big role in how Duane Reade tries to use digital in driving store traffic.

One of the more interesting mobile programs took place earlier this year when the brand teamed up with Poncho, a weather alerts service in New York and Boston, to pilot a mobile coupon effort.

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