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Walgreens revamps mobile strategy

November 24, 2009

Walgreens' WAP site

Walgreens' WAP site

Walgreens has launched a new mobile site and iPhone application that lets consumers order prescriptions and photos while on the go.

The new mobile site and application also feature Walgreens’ inventory broken down by category. Each product has user ratings, a brief overview, a full description, listed price and images, as well as warnings and ingredients where applicable.

“Walgreens is using our new mobile services to extend our already convenient online services,” said Tim McCauley, director of mobile commerce at Walgreens, Deerfield, IL. “For example, having the ability to take a photo from your iPhone and have it printed at your closest Walgreens without going home is a very compelling concept.

“Walgreens also allows a prescription to be quickly refilled from your mobile device, or to look up product information and reviews,” he said. “We see a very strong complement for mobile given our 7,000-plus convenient store locations. 

“We’ll continue to seek new, different and differentiating ways in which to grow our mobile offerings and best cater to our customers.”

Walgreens is one of the United States’ largest drugstore chains and its retail locations provide consumer-goods, pharmacy, health and wellness services.

Keeping up with the consumer
The Walgreens WAP site is designed to work on any Web-enabled mobile device.

On the WAP site, consumers can order prescription refills by entering prescription numbers so a pharmacist will have it ready for in-store pickup.

Consumers can also search for the nearest Walgreens location by city, state or ZIP code.

On the site, consumers can view photos and order prints directly from their handheld device and browse products before making in-store purchases.

With the iPhone application, consumers can do everything that is on the mobile site, as well as upload and order prints for in-store pickup and find the nearest Walgreens using the device’s GPS feature.

Usablent is powering the mobile site and application.

Nick Taylor, president of Usablenet, New York, said that Walgreens wanted to mobilize key new features while keeping the WAP site in line with their Web site.

“These mobile functions of the site and iPhone app change the way customers interface with the physical stores, making the process faster and easier,” Mr. Taylor said.

Walgreens said that these new services are being targeted to busy mothers and heads of household that are always looking for ways to get more done with less time.

Mr. McCauley said that Walgreens’ new mobile site and application allow the pharmacy to be with its customers 24-hours a day.

According to Walgreens, it has locations within five miles of 70 percent of the U.S. population and within two miles of 50 percent of the population. 

“We’re always looking for ways to further that level of convenience,” Mr. McCauley said.  “Our customers are rapidly going mobile, so now is the perfect time. 

“We will continue to build upon this offering to make it easier for our customers to shop at Walgreens and through,” he said. “Our new mobile offerings give us the ability to be where our customers are.”

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Chirs Harnick is editorial assistant on Mobile Commerce Daily and Mobile Marketer. Reach him at

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