[June 27, 2017] |
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Walgreens Showing Mobile Apps Aren't Just for Millennials
The Walgreens mobile app, already one of the most popular retailer apps
in the marketplace with tens of millions of users nationwide, has
garnered a particularly robust following among older Americans -- a
demographic rarely associated with mobile app adoption.
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A pill reminder is among features giving the Walgreens mobile app a robust following among older Americans. (Photo: Business Wire)
Walgreens data show more than 20 percent of its app users are age 55
and older, more than twice the percentage of industry averages.
According to a 2017 survey by Forrester (News - Alert) Research, Inc., just 9 percent
of all smartphone owners who use shopping apps at least weekly are 55
and older.* Walgreens credits its mobile pharmacy features, such as Pill
Reminder and Refill by Scan, for much of its app popularity among older
Americans. In fact, 37 percent of those utilizing its mobile pharmacy
tools are 55 plus. By comparison, Forrester data show that only 10
percent of smartphone owners who use health and wellness apps at least
weekly are in the 55 plus category.*
"One of the things we repeatedly hear is that customers really value
their connections with individual pharmacists and staff," said Mindy
Heintskill, Wlgreens divisional vice president, loyalty. "We wanted to
replicate that connection digitally, so customers can get a high-value,
personalized experience even when they can't make it into a store. We
created Pharmacy Chat, which enables customers to have access to trusted
experts through our site or mobile app anytime of the day or night,
wherever they are. We've also seen opportunities for tools like
individual pill reminders and prescription alerts to help our customers
simplify their daily lives."
Walgreens has made a number of feature enhancements within the app,
aimed at better meeting the needs and interests of older adult users.
These include:
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Support of TouchID and secure auto-login, addressing a key obstacle
for users who struggle to remember or locate user credentials, a
greater challenge for less frequent users of such apps
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Simplified menus, also welcomed by infrequent mobile app users
unfamiliar with conventions that become familiar with use
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A pill reminder feature helpful to older adults and seniors who are
more likely to have multiple daily dosages to manage
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Support for smartphones that offer font size options for apps
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Balance Rewards for healthy choices® that gives users
shopper loyalty points if they use the app to track walking, cycling,
weight management, blood pressure and more
The mobile app category with the highest proportion of weekly users 55
and over is news/media, at 16 percent, according to Forrester.*
"You know you've got a differentiator in the marketplace with this kind
of traction," Heintskill said. "With consumer expectations rising, we
continue to put customer needs at the center of everything we do. The
fact that more than 20 percent of our app users are in the 55 plus age
group is a testament to the extensive research and consumer testing our
team conducts to develop the most customer-centric tools for our users.
We innovate based on our customers' needs-not just for the fun of it."
* Forrester, Consumer Technographics North American Online (News - Alert) Benchmark
Survey (Part1), 2017
About Walgreens
Walgreens (www.walgreens.com),
one of the nation's largest drugstore chains, is included in the Retail
Pharmacy USA Division of Walgreens Boots Alliance, Inc. (NASDAQ: WBA),
the first global pharmacy-led, health and wellbeing enterprise. More
than 10 million customers interact with Walgreens each day in
communities across America, using the most convenient, multichannel
access to consumer goods and services and trusted, cost-effective
pharmacy, health and wellness services and advice. Walgreens operates
8,175 drugstores with a presence in all 50 states, the District of
Columbia, Puerto Rico and the U.S. Virgin Islands, along with its
omnichannel business, Walgreens.com. Approximately 400 Walgreens stores
offer Healthcare Clinic or other provider retail clinic services.
View source version on businesswire.com: http://www.businesswire.com/news/home/20170627005908/en/
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