Retail Holiday Campaign

There’s no point of differentiation in the pharmacy category. If you put the Walgreens logo on a CVS store, no one would notice.

Walgreens is more than just a pharmacy. They have a larger front-end selection and a health and beauty section that is more than just an aisle.

Focus on the front-end of the store and use a retail holiday to get people to think differently about Walgreen’s.

Why do we need to get people to think differently? Pharmacy brands aren’t doing anything to get people to think of them as more than just a pharmacy. 70% of sales come from the pharmacy, but 70% of the actual store is not the pharmacy. They’re all taking the same approach and focusing on the pharmacy.

Look at their advertising. No pharmacy has gone beyond a campaign that talks about prescription drugs. Nor have they gone beyond a retail holiday campaign that doesn’t scream “50% off all cards for mom!”. Someone needs to do something different before pharmacies become even staler than they already are. That someone is Walgreens.

Problem:

The Difference:

Solution:

Why?

Who could benefit from this?

SUPPORTING CARE.

Ever heard of a Caregiver?

There are 44 Million of them in America. They are mostly women who take care of their elderly parents, family, and kids all at once. They are filling prescriptions for their 75 year old parents, picking up one kid up from soccer practice, while the other is sick at home downing Delsym cough syrup. They don’t go to the pharmacy because they feel like it, they go because they have to provide for those that are in their care.

Walgreens can completely own this, but they need to truly support care and show that they understand the realities of this retail holiday. Mom usually has to remind dad that it’s almost Mother’s Day and then he gets a second reminder through the masses of retail advertising telling him that he has “3 Days before the Mother’s Day sale ends!”. Walgreens needs to help mom get what she wants without buying it herself.

Target Caregivers, and leverage Walgreens front-end store items during Mother’s Day. Mother’s Day is the Caregivers’ holiday. On May 8th, we thank every mom out there who has taken care of us and anyone who has crossed in her path. It’s the perfect opportunity for Walgreens to support moms and the care they provide during their national holiday.

Strategy:

Opportunity: Why will this work?Moms are the Caregivers that take care of everyone around them for no cost at all, which results in neglecting care for themselves. Walgreens has more options in the front of their store to provide the care for mom that is missing. They need care too. Walgreens has the products outside of the pharmacy to care for them, and support who they are and what they do.

Gift Registry: Mom can do this ONE of TWO ways.

Pick up a price gun that will be at the pharmacy counter or front check-out counter and ask an employee to sign her up for the Mother’s Day Gift Regsitry.

Download the new Walgreens Mother’s Day App that will allow her to scan items with her phone. Everything she scans goes straight to her registry profile.

When Mom goes to her profile at Walgreens.com to organize her registry items, she can email a reminder to dad. This email will include a code that dad can use to view her registry items online.

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Once Dad has her list, he can then go to Walgreens and put a gift basket together for her that will include her registry items. How are Mom and Dad going to know about the Mother’s Day gift registry at Walgreens? It will roll-out in two phases.

Phase One includes reaching Mom in and outside of Walgreens, and also giving her the tools to remind Dad of May 8th. Phase Two will reach Dad right before the big day.

MOM’S ONLINE LIST FOR DAD

PHASE ONE PRINT

PHASE ONE IN-STORE

Prescription bag note:

“Give him the gift of not messing up yours.”

Pharmacy waiting room:

Reminder Kit:

Contents:

Displayed at front check-out counter for purchase.

Coffee cup, door hanger, stickers

PHASE TWO PRINT

PHASE TWO OOH

PHASE TWO IN-STORE