Walgreens latest app update aims to deliver a more personalized in-store mobile experience through beacons, offering customers increased access to deals and coupons while they shop in Walgreens stores across the U.S.
Walgreens first announced plans to test beacons at a sample of its Duane Reade locations back in February. Now, it appears that the company will take a holistic approach to the rollout, using the Bluetooth devices to attempt to offer shoppers personalized deals based on their location within the bulk of its U.S. stores.
But while this is undoubtedly a step forward for mass use of beacon technology — and proximity marketing in general — it will be interesting to see how customers respond to the new app experience, and how Walgreens expands its use of the technology going forward. After all, much has been written about consumer hesitancy around too many push notifications while shopping, even if the notifications or messages are presenting a coupon or an offer.
“In the last few years, we’ve seen a growing demand from our customers to provide value and a seamless shopping experience whether they visit us in-store, online or through the Walgreens mobile app,” said Linda Filler, Walgreens’ president of retail products and chief merchandising officer, following the initial beacon test and paperless coupon program. Now, in terms of bridging the online and offline shopping experience through mobile, it seems that Walgreens has taken a big next step.