Shopper Marketing - May 2017 - 20

PROGRAMS

Walgreens Enhances Supplier
Relations With Personalized
'Thank You' Approach

By Patrycja Malinowska

New York - Walgreens launched its Balance Rewards loyalty program in 2012 for
two purposes: to build customer knowledge and engage customers differentially.
Some of that engagement comes through
the rewards points and program extensions such as the Beauty Enthusiast club,
but the shopper data the retailer obtains
from the program also enables a deeper
layer of personalized promotion as well as
the opportunity to engage suppliers.
"We knew the program had enabled
fundamentally more strategic relationships with our supplier partners," vice
president of loyalty and personalized
marketing Mindy Heintskill said while presenting at the National Retail Federation
Retail's Big Show in January. "It's really
the future of Balance Rewards." Heintskill
spoke alongside Ron Orgiefsky, U.S. managing director of Emnos, which exploits
Balance Rewards data for the retailer from
an insights and personalization perspective.
The drugstore chain's longest-running and
largest personalization effort is the "Quarterly
Thank You" program. Launched just months
after Balance Rewards, the quarterly communication delivers individually tailored offers,
products and messages based on past purchase behavior, with the goal of increasing re20

y SHOPPER MARKETING MAY 2017

tention and loyalty among the retailer's best
shoppers.
"We took what traditionally, from a loyalty
program perspective, would have just been a
statement communication [of a member's account balance] and added a huge component
of personalized value," Heintskill said. "We knew
that this was a perfect opportunity to partner



Table of Contents for the Digital Edition of Shopper Marketing - May 2017

Contents
Shopper Marketing - May 2017 - Intro
Shopper Marketing - May 2017 - 1
Shopper Marketing - May 2017 - 2
Shopper Marketing - May 2017 - 3
Shopper Marketing - May 2017 - Contents
Shopper Marketing - May 2017 - 5
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