From years on packaged goods I grew to develop a perhaps unhealthy level of interest in the Drug channel. And if it seems like there is a punchline coming, you would be wrong. I like a channel focused on health and wellness, and with the sort of brand power that lets them succeed despite Mass's relentless lowering of prices. As the industry leader, Walgreens prices at a fair if premium level, which is a testament to the shopping experience and the people that propel the brand.
So I was very interested in AdWeek's interview of Kim Feil, the new CMO of Walgreen's. She clearly has a very strong set of guiding principles in her vision for the brand.
I hope also that she sees the tremendous ways that digital can help propel that vision. I'm not talking about banners, though they could play a role. It's just easy to see how social media, mobile, modular content, video, and even online gaming align so closely with her priorities.
She doesn't come from companies at the pointiest forefront of digital, but I hope she's enough of an advocate of how digital media can fit into her plan to give digital efforts a full seat at the table. She'll need a digital strategy, of course, but from what I read she is not the sort of person that does things willy nilly.
Anyway, good luck to her. I hope digital is a key component of the future of the Walgreens brand. I love my Walgreens and want them to rock the house with success.
Thanks for reading, and don't forget to write.
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