Walgreens Grows AI-Powered Retail Media Ecosystem With Rokt
Walgreens Advertising Group (WAG), the retail media arm of drug store chain Walgreens, has expanded its retail media ecosystem with Rokt, an e-commerce technology company employing machine-learning and AI to make transactions more relevant to shoppers. The agreement allows non-endemic brands to reach millions of loyal Walgreens customers on Walgreens.com’s order confirmation page.
“At Walgreens Advertising Group, we are committed to connecting brands with one of the most loyal and engaged consumer bases in the country,” noted Abishake Subramanian, group VP, consumer marketing, loyalty and Walgreens Advertising Group. “By expanding our retail media ecosystem with AI-powered capabilities, we’re giving advertisers new ways to engage customers in meaningful moments while creating incremental value for Walgreens.”
The collaboration enables WAG to give advertisers access to unique pharmacy, retail and photo audiences while sharpening relevance for millions of daily shoppers.
“We are very excited to work with a respected household name like Walgreens to deliver real-time relevance for Walgreens Advertising Group’s audience of consumers nationwide,” said Craig Galvin, chief revenue officer at New York-based Rokt, which also works with Albertsons Cos. and HelloFresh. “Together, we’re planning to unlock a new monetization channel that enhances the customer experience and delivers measurable performance at scale, while also putting Walgreens’ in-house initiatives at the forefront to maximize the company’s customer experience.”
Retailers are increasingly using media networks to diversify revenue streams and bolster customer connections. By introducing non-endemic messaging, coupled with relevant first-party offers, into transactions, WAG can diversify its advertiser mix, unlock new monetization opportunities and deliver more engaging shopper experiences to drive stronger customer retention.
This article was originally published on P2PI-sibling publication, Progressive Grocer.
