Walgreens Marketing Channel

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PURCHASE DECISIONS ON MOBILE HAPPENING AT WARP SPEED Forrester calls it the purchase funnel. Mckinsey dubs it the customer decision journey. Both aim to explain the hypothetical, yet complex consumer journey from the moment a person comes into contact with brand to the point of purchase. Before there was digital ecommerce, people relied on their friends/families and traditional forms of media to inform them of new products. Then the Internet came along and expedited the purchase process while introducing another vehicle that marketers could use to reach the masses. Still, the purchase decision funnel was relatively unaffected. People still had to be in front of their Computers, TV’s, Print Magazines, or their friends & families to become aware and kick-start their …show more content…

There is less fragmentation and noise from other mobile apps because these brands have developed one destination to pull in your undivided attention. However, look beyond the surface technologies of beacons, image recognition, mobile payments, social integrations, and you will find a deeper reason as to why these apps have become so successful with customers and are winning awards. The Walgreen’s app is “rooted in convenience” and lets customers chat directly with their pharmacists as they shop in-store. Macys was one of the first to introduce visual search technology, but it’s their integrations with celebrities and music that delivers a mobile experience unlike any other. Other retailers that push the mobile envelope are REI, Sephora, and Target. If you are a brand or retailer that is considering improving upon or creating a mobile app, consider the unique value that your brand can offer to help enhance your customer’s mobile experience. Don’t just create another cookie cutter mobile retail app and make sure it can trump the noise (i.e. Amazon, RedLaser,

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