What’s the hardest thing to understand about today’s shoppers?
Laura Gordon: The hardest thing to understand about today’s shoppers is how we can help make their shopping decision easier. As people’s lives have become so busy, trip assurance plays a giant role in their decision-making. If there is a purchase you have decided to make, knowing that the item is available in your store is very important. That your time is valued is essential.
David VanderWaal: Mobile’s effect on shopping behavior is not overstated, but it’s not really understood. All the data show shoppers are using smartphones actively while they are in the store and in transit. Almost 50 percent of those who have smartphones are using them actively.
Adam Holyk: Loyalty is broader than a loyalty program. There’s this idea of little “l” and big “L” loyalty, in that it goes beyond a promotion program that attracts customers. It is more around how we actually enhance the customer experience at Walgreens.