Facing new threats from mass and online competitors, an aging fleet of stores, inconsistent customer experience, and low brand loyalty, Walgreens enlisted David’s team to help define a clear brand purpose and align customer experience. For over a year, David’s team worked with Walgreens to reposition and refresh the brand, define and execute a new store model, build up America’s largest loyalty program, and integrate the acquisition of Rite Aid and Duane Reade.

In parallel with redefining the brand vision and overall strategy, we collaborated with internal teams on store format and category analytics to inform store evolution. Additionally, we provided frameworks and guidance for defining a roadmap to store fleet transformation. My team also collaborated with the Real Estate and Operations teams to cost-effectively scale key elements of the store experience format for the existing store network.

Collaborating with the senior executive leadership team, we helped define a clear purpose for the brand. We also established a 360° CX and a brand persona to create a destination for wellness and beauty. We collaborated with internal creative and production resources to efficiently and cost-effectively refresh the brand presence. Our collaborative work on stores included zone and flow, fixture layout, departmental conceptualization, fixture concepts, in-store décor, signage and displays, and interior architecture. The initiative included a complete reimagining of the pharmacy operation, beauty category, and food + beverage, and resulted in award-winning shopper experiences. With approximately 500 renovated stores (and growing), we amplified the rollout through the design and execution of many flagship stores across America.
Our wellness format features an integrated health and wellness area with the pharmacist at the counter to encourage customer interaction, enhanced beauty departments, fresh-to-go foods, online pickup kiosks, and specialized senior home care zones in select stores. We supported Walgreens across all internal marketing initiatives, including content development and governance, as well as all customer-facing initiatives including: promotional programs, loyalty, flyer, and point-of-sale redesign, in close collaboration with Walgreens internal loyalty, marketing, and design teams.

In addition to being named one of the most innovative companies in healthcare by Fast Company, since Walgreens’ reinvention, the brand has been named VMSD’s Retailer of the Year at IRDC 2014, for its Well Experience store design and is widely recognized for its innovative growth strategy and commitment to wellness. By deliberately blurring retail channels through our reinvention, Walgreens’ stock price grew from the mid-teens to an all-time high of over $90 per share.