Quick Case Study: Walgreens Expands Mobile Offering

This week, nationwide drugstore chain Walgreens expanded its mobile offering by incorporating SMS messaging and new mobile applications into its prescription services.

The SMS campaign has two main elements. First, consumers who opt in to the service are sent an SMS message when their prescription is ready for pick up. Consumers can sign up for the service at the pharmacy or online (and possibly via one of the three mobile apps as well). The texts can be sent in English or Spanish. A second campaign allows users to opt in by texting WALGREENS to shortcode 21525 in order to receive Special Offer Texts, including coupons and deals.

Walgreens also expanded its mobile application offering by releasing a new version of its iPhone app, as well as new applications for both Android and Blackberry. Through either a mobile app or the user friendly mobile web site, consumers can use their mobile phone to order prescription refills, locate a store by city, state, or zip, view photos and order prints, and even browse products prior to making an in store purchase.

Walgreens marketing efforts focus on the fact that its prescription services are accessible anywhere in the nation. This a very good example of a complete mobile offering that complements the brand’s primary marketing strategy.