For the last 117 years, Walgreens has done nothing except grow both domestically, and internationally by acquiring businesses - namely Boots and Rite Aid. They have managed to stay afloat for over a century due to their in-store pharmacies, rewards system, and own brand of products. The future for Walgreens looks optimistic as they aspire towards continued growth through acquisitions and partnerships.

Their model of a convenience store has been since replicated by various followers, but Walgreens aspires to provide what other competitors cannot or will not serve. When coupled with their dense locations in select areas, it's no mystery why Walgreens sees billions of dollars of revenue year after year. However, there is still room for improvement.

For starters, in 2018, CVS Health, Walgreen's direct competitor has acquired Aetna Health Insurance. If Walgreens was to follow suit and through mergers and acquisitions and buy another health insurance company, they would not only expand their revenue, but they'd have twice as much consumer data.

Walgreens has an abundance of consumer data - now it's time for them to use it. Some of their competitors, such as Amazon, have been using it to gain market advantage and are now profiting from personalization. Walgreens, as established, sends out coupons to rewards members, but those coupons often go to waste as a woman would not need men's shampoo or deodorant, for example.

Taking the time out to segment their consumer base and make that connection with customers could be the key in not only bringing Walgreen's into the 21st century but increasing their sales due to a more positive customer experience. That being said, Walgreens slogan is "on the corner of happy and healthy", as such, they should affirm their reputation as a trustworthy company. This would mean not selling consumer data for profit and openly announce their plans to safeguard data - such as Rx prescriptions - while still personalizing content.

As far as digital marketing, Walgreens does have a website and an app. On their website, as mentioned, a customer is able to price match - however, they have to call to do it. Instead, this should be automated using QR codes, or even their own app.

Their app is separated out into pharmacy, photo, and product options. Delivery is offered, but items will only ship & reach in 2-3 days, as opposed to 7-Eleven's new app which offers immediate delivery. Instead, Walgreens should focus on improving their omnichannel and allow for delivery as well as click and collect options, although this would mean improving automation and maybe restructuring entire supply chain processes. It's a crucial step companies need to implement to stay market leaders.