Retail News Breaks Archives
Walgreens enlists agency to help drive Customer-Centric Retailing
July 28th, 2009
CHICAGO – As it pushes forward with its Customer-Centric Retailing (CCR) strategy, Walgreen Co. has named Arc Worldwide as its first-ever promotional marketing agency of record.
The drug store chain has awarded Arc Worldwide, the marketing services arm of Leo Burnett USA, its U.S. retail marketing business, effective immediately, the marketing firm said Tuesday.
Plans call for the agency to handle shopper marketing and other promotional work. Arc Worldwide also is slated to help Walgreens gear up for the heavy customer traffic during the flu and holiday seasons. In addition, the agency said it will enlist Relay — the sponsorship, consulting and experiential marketing arm of Publicis Groupe — for field marketing and event sponsorship projects.
Under its CCR strategy, Walgreens has been optimizing its stores to make them easier and more engaging for customers to shop and find the items they need and want most. To that end, the retailer is improving store layouts, merchandising, product assortments (including paring down the number of SKUs), category management, marketing and other functions.
Arc Worldwide said promotions will be designed to boost transactions at Walgreens outlets plus hike overall traffic to the stores by enticing consumers with experiences that will keep them coming back.
"The hiring of Arc Worldwide as our dedicated promotional marketing agency of record signifies our strategic move to create a more differentiated and integrated Walgreens shopper experience," Walgreens chief marketing officer Kim Feil said in a statement. "Arc's expertise in truly connecting with consumers, moving and inspiring them both in-store and out, is going to help Walgreens play a unique role in shoppers' lives by giving what they need and what they want — when they want it."
Bill Rosen, president and chief creative officer for North America at Arc Worldwide, commented, "Our leading-edge, cross-channel activation expertise, combined with powerful, creative ideas to activate behavior and sales, will help transform the way Walgreens communicates with its customers in the months ahead."