The Productivity of the Multi-channel Strategy - Essay Example

In proportion to its commitment to integration, the individual accounts comprise any prescription bought in stores and online together with transactions for an over-the-counter prescription. The success of the multichannel strategy of Walgreens is definitely a relevant issue for marketers. Walgreens is a common illustration of a pharmacy-oriented merchant whose technique is to concentrate on fulfilling the demands of time-pressured clients. Thus, the article raises two important questions: (1) where will this marketing strategy be productively applied in the future, and (2) are we witnessing a return to smaller retailers that hold ease of access as a central value?

First, technology could serve a very important function in the time-friendly marketing strategy of Walgreens. The minimization of checkouts would be a tremendous improvement to consumer time savings and merchant efficiency. Finally, business-facilitated mobile phones could bring about a similar function. And second, from a design standpoint, we are definitely witnessing a return to smaller retailers that embrace expediency as a major advantage.