Shopper Marketing - September 2017 - 56
PATH TO PURCHASE EXPO PREVIEW
Digital Brings Value to Retail
CVS and WSL executives to discuss the
opportunities that abound going forward
By April Miller
If you see digital disruption in the retail industry as doom and gloom, you may just need to
adjust your viewpoint. It's not all bad news.
"There's so much growth happening, it's just
happening differently than before," says Norman de Greve, SVP and chief marketing officer
at CVS Health. "We need to open our aperture."
De Greve, along with Wendy Liebmann,
founder, CEO and chief shopper at WSL Strategic Retail, will share how digital has - and will
continue to - bring value and opportunities
to shoppers, brands and retailers during their
Path to Purchase Expo keynote presentation.
"There's a tendency to say that digital has
destroyed traditional retail, but when you look
at it through the shopper lens, it is hugely valuable," says Liebmann.
Digital tools have been able to address many
shopper pain points: long lines in stores, the
complexity of how to make a decision about a
product at the shelf, the need to make a quick
trip, or finding answers when a sales associate
isn't to be found, Liebmann adds.
And for brands and retailers, explains de
Greve, digital creates opportunities to become
"partners" with consumers. He notes that CVS
connects with 40 million people via mobile
y SHOPPER MARKETING SEPTEMBER 2017
devices (through its app, mobile web browsers
and text messaging). Consumers who use the
CVS/pharmacy mobile app can easily refill prescriptions, leverage the retailer's ExtraCare loyalty program, print photos from their phone/
Facebook page and more.
The retailer has also rolled out curbside pickup and same-day delivery in select areas with
plans to expand to other locations. Shoppers
can take advantage of both through the CVS
app or while shopping online.
"Shoppers have an insatiable desire to engage with us in digital ways as long as we make
it easy for them," says de Greve. "Technology
has also enabled the acceleration of personalization. We're scaling that now in a way that
wasn't possible without digital and tech."
Digital tools done right have the power to
drive sales - online as well as in-store. During the keynote, Liebmann will share results
of WSL's most recent "How America Shops"
survey: "The Shoppers' Guide to Restructure
The study examined shoppers' use of digital tools such as click-and-collect, subscription services, pre-shopping, online circulars,
self-checkout and online shopping. Findings