Customer Centric Retailing: Walgreen’s new approach

As a retailer, your main focus to meet customer needs. The manner in which a retailer established the customer as the focus, can be of of varying degrees. The most successful retailers, know to put the customer as focus point through the entire business process.

In Store Marketing Institute recently interview Walgreen’s marketing team who developed the newest strategy “Customer Centric Retailing.” Walgreen’s initiative is not new in theory, but it is for retailers who have never looked at the entire business process through the customer’s eyes.

Basics of Customer Centric Retailing

Walgreen is going to put on their “customer vision” for every process from working with vendors, circular ad, to the store layout to keep the retailer competitive. Here is what the CCR approach means for Walgreen:

1. Store Layout by how the customer shops. Departments will be configured around how a mom goes to buy baby essentials and can easily find diapers, formula, and shampoo all in one section.

2. Improve store signage. Provide clear and concise material for the shopper. Placing signs and informational material within the respective department. Reduce overlay and redundancy.

3. Improve customer service. Educate customer service reps. so they can help the customer make more informed choices. Everything from which pain reliever to buy to which shampoo is best for a woman’s hair type.

Walgreen’s approach is a long term move which will keep them engaged with better customer service. The CCR approach was not formulated from thin air in a board room. It was developed from extensive research in understanding the shopper behavior, which Walgreen invested. Walgreen didn’t invest to simply know which brand of toothbrush sells the best, they invested into change. Change in the way the retailers interacts and serves the customer.

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