Traditional retailers today are marshalling their online resources to complement their brick-and-mortar stores, and retail pharmacies have an opportunity to use websites, social networking, smartphone applications and various combinations thereof to own multichannel customers.
The race is on to capture tomorrow’s click-and-pick shopper — that multichannel consumer who, with a click, wields her phone as an omniscient shopping tool and then either picks her product off the shelf or picks where that product will be waiting for her, be it at a nearby store or in her mailbox.
There’s a reason Walgreens’ leaders are pushing so hard to upgrade communications capabilities and reach consumers through every channel, from stores and drive-through pharmacies to social media and smart phones. “Multichannel shoppers are three times more valuable to a retailer than a single-channel shopper,” president and CEO Greg Wasson said in January.
An annual holiday shopping index found that an overwhelming majority of Americans said that while online shopping for holiday gifts is easier, brick-and-mortar stores do a better job of putting them in the holiday spirit.