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.
We have many touchpoints—and aim to create an experience that’s focused on the concept of ”being well”—that all support our purpose of helping people to get, stay, and live well.
The landscape is evolving and naturally there has been a change in how retailers and companies think about loyalty. Ultimately, the idea that loyalty needs to be connected and complementary to a brand is important.
There have been a lot of sea changes—whether the channel blurring that has expanded the number of choices or the omni-channel trend that’s being driven by digital media. The definition of loyalty has to take these changes into account.