Walgreens: Digital coupons, receipts a success

Shoppers are embracing Walgreens’ newly launched paperless coupons and digital receipts.

“It’s been overwhelmingly positive,” Rich Lesperance, Walgreens senior director of personalization and CRM, told SN. “It has made things easier and more convenient for our customers.”

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. Walgreens launched its Balance Rewards loyalty program in September 2012. The program currently has about 100 million registered users.

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

“What we like about this most is that nothing is required for the cashier or customer at checkout,” he said.

The program is in use in all 8,000 stores.

The retailer currently offers about 80 coupons. Among them: 50 cents off Hormel Natural Choice packaged deli meats; $1 off any two Healthy Balance reduced sugar drinks, and $3 off any two L’Oreal Paris Advanced Haircare products.

The purpose of the digital coupons is to make it easier for customers to get inside and out of the store, Lesperance said.

“Anything we can do to streamline their trip is important to us,” he said.

Lesperance declined to discuss redemption rates, but said they are in line with industry trends for digital offers.

Along with paperless coupons, Walgreens has also launched digital receipts. At checkout, customers can opt to get a paper and/or digital receipt. The e-receipt can be delivered in a text message or an email.

“Our customers value the convenience of knowing they can find their receipt in their inbox if they want to refer to it,” Lesperance said.

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.

“More and more consumers are electing to receive digital receipts when offered the option at checkout,” said Steven Boal, CEO and founder of Coupons.com, which powers Walgreen’s digital coupons and receipts with its newly launched “Retailer iQ” targeting and analytics platform.

Along with paperless coupons and digital receipts, Retailer iQ also provides personalized recommendations for products and coupons, integrated shopping lists, targeting capabilities, and real time analytics and a wide range of integrated digital media experiences.

This enables retailers and brand marketers to reach consumers when they’re preparing to shop, while they’re shopping and after they make their purchase, said Boal.

“It allows retailers to speak directly with consumers pre- and post-shop,” Boal said.

In addition to Walgreens, Coupons.com is implementing Retailer iQ with several other yet-to-be-named retailers.

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