In an era when shoppers want a seamless shopping experience, Walgreens is pulling out the stops to deliver on their expectation.

Staying true to its “Whatever, Wherever, Whenever” strategy, Walgreens Boots Alliance is eager to get merchandise into shoppers’ hands — using any means possible, including innovation. By expanding its digital strategy to one that encompasses mobility and other digital disruptors, the drug chain is removing friction from the shopping experience — a move that streamlines customer engagement and drives more connections with shoppers.

Walgreens’ group VP, product and innovation, Deepika Pandey, shared her thoughts about these initiatives — and expectations — with Chain Store Age.

What role is digital disruption playing for Walgreens?

For us, it’s about leveraging a number of ‘disruptive’ digital technologies and making it easier for our customers to do core tasks like refill pharmacy scripts, find products, even edit and order photos. But making things easier for our customers is just the start. It is also about making things more engaging and fun.

A good example is our Digital Coupons Hub. We took a predominately paper-based function — clipping coupons — and made it digital. We also expanded the number of coupons we have on our Hub, injected digital coupons directly into the digital customer journey, personalized the coupons we delivery, and made online redemptions a seamless experience integrated within our Balance Rewards loyalty program. We continue to build on the ‘Clip to Card’ initiative and have a number of even more exciting product launches upcoming.

What will these upcoming projects focus on?

Looking at our product launches in the recent past, we have opportunistically leveraged new…