When marketing research showed that consumers viewed Walgree

When marketing research showed that consumers viewed Walgreens largely as a convenience store with a pharmacy in the back, the company took steps to change consumer perceptions and implemented new marketing strategies to shift perceptions of the brand as a premium health care brand, placing more emphasis on wellness offerings such as the Walgreens’ walk-in-clinics. Walgreens’ _________ the brand. Explain.

Solution

Walgreens had changed its business strategy where instead of focussing on real estate play , they moved on to customer service experience which resulted their shift from opening stores to delivering an exceptional customer experience. They realised that not only command and control system was outdated but it prevented them to get the best from the people. Also, their market data revealed the fact that that customers didn’t perceive differences among the major drug retail chains on the whole.