Walgreens: Digital coupons a success

Walgreens is leveraging digital coupons to transform the in-store experience.

“This is a huge year in terms of transforming the shopping experience,” Rich Lesperance, senior director of loyalty and insights at Walgreens, said in a session at the Shopper Marketing Conference & Expo in Minneapolis.

A partnership with Coupons.com is part of that journey. The retailer has partnered with Coupons.com to provide digital coupons and receipts.

The retailer launched a coupon hub at walgreens.com/coupons and on its mobile app. When customers log in, they can view offers. Once they select the ones they want, the offers are automatically applied to their “Balance Rewards” loyalty card.

Walgreen's Rich Lesperance

Users can automatically redeem offers at point-of-sale by swiping their loyalty cards.

At select stores, customers can opt to get a paper and/or digital receipt. The e-receipt can be delivered in a text message or an email.

In addition to listing purchased items, each digital receipt includes targeted coupons based on the most recent purchase. Shoppers can choose which coupons they want, and the offers are automatically downloaded to the their loyalty cards.

Walgreens’ goal is to provide practical utilities to engage shoppers and make their shopping experience easier, Lesperance said.

“It’s about the emotional experience; about the customer feeling rewarded and engaged,” he said. “It’s not just about cents off.”

The new coupons have helped to expand the retailer’s audience, Lesperance said.

“We’re seeing a shift in behavior,” he said. “People who wouldn’t take out a newspaper and clip coupons are using digital coupons.”

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