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Customer expectations drive the omni-channel retail experience

This article was based on the interview with Tracey Brown of Walgreens by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:

Customer expectations drive omni-channel experience.

This statement is exemplified in the podcast conversation between Tracey Brown, a leader at Walgreens, and Greg Kihlstrom, where they discuss the importance of understanding customer needs and expectations in delivering a seamless omni-channel customer experience. Brown emphasizes the significance of knowing who the customer is and what they expect from their interactions with the brand. In the case of Walgreens, their retail pharmacy customers desire an omni-channel experience that allows them to engage with the brand in various ways, whether it be through physical stores, drive-through services, online ordering, or delivery options.

The key takeaway from the discussion is that customer expectations should be at the forefront of any omni-channel strategy. Brands need to listen to their customers, understand their preferences, and tailor their offerings to meet those needs. In the case of Walgreens, they have identified their customers’ desire for convenience, flexibility, and speed in their interactions with the brand. This has led them to leverage their physical footprint to offer unique services like 30-minute or less merchandise delivery, which sets them apart from competitors like Amazon and Walmart.

Furthermore, Brown emphasizes the importance of maintaining consistency between brick-and-mortar retail and digital channels. Customers expect a seamless customer experience regardless of how they choose to engage with the brand. The operational five principles of clean, fast, friendly, stocked and available, and quick prescription fulfillment apply to both physical and digital interactions. By focusing on these core principles, brands can ensure that they are meeting customer expectations and delivering value in every interaction.

Additionally, the role of employees in delivering top-notch customer experience is highlighted in the discussion. Brown emphasizes the importance of providing employees with the right tools and support to ensure they can deliver exceptional service to customers. By empowering employees and prioritizing their well-being, brands can create a positive work environment that translates into better customer experiences.

Customer expectations are the driving force behind omni-channel customer experience. Brands that prioritize understanding and meeting customer needs are better equipped to deliver seamless and valuable interactions across all channels. By listening to customers, maintaining consistency, and empowering employees, brands can create a customer-centric approach that fosters loyalty and satisfaction. Tracey Brown’s insights from Walgreens serve as a valuable example of how focusing on customer expectations can lead to a successful omni-channel strategy.