Walgreens, the US retail and pharmacy giant, which in August acquired the UK’s Boots chain, is harnessing consumer data insights to transform its stores and improve its customer experience across online and mobileens e channels.

“We are moving to a personal relationship with our customers, which in retail has never been seen before. We can take social and mobile analytics and really engage our customers through our mobile app,” said Walgreens CIO Tim Theriault, addressing delegates at Oracle OpenWorld in San Francisco.

“We have rolled out a loyalty programme and that has given us new data insights about our customers that we can use to work with our suppliers and vendors. We can also use it show that we have an understanding of what the local stores should have – like lobsters at Boston, and pictures of Elvis at Vegas.”

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