Walgreens Boots Alliance (WBA) will be using its technology tie-up with Microsoft and Adobe to drive the level of personalisation it offers in the next phase of its digital transformation.

The health and beauty group will be using Microsoft’s technology alongside data from across its loyalty scheme, ecommerce and store network to create a more personalised shopping experience for its customers.

Shoppers who have used their Advantage Card to buy a product in store, for example, will then be served offers on that product online when they are due to run out of it or sent push notifications on their app when they are near a store that has the item in stock.

The technology underpinning this marketing will be used for all pharmacy and beauty lines across Walgreens in the US and Boots in the UK.

The retail group says this next step in its digital transformation will “dramatically enhance WBA’s marketing effectiveness and power the company’s strategic initiative around mass personalisation – delivering the right offers and content to the right customer, in the right context, at the right time and through the right channels”.

Global chief marketing officer Vineet Mehra said:  “At WBA, our mission is to deliver extraordinary experiences that enrich our customers’ lives.

“Capabilities to combine previously disparate customer data sets, including information from more than 100 million members of our loyalty programmes, into a more singular, unified view of the customer – powered by these modern technology platforms – will enable us to truly personalise our omnichannel healthcare and retail offering.

“This digital magic, coupled with the valued knowledge and quality of care provided by our pharmacists and team members, is what allows us to best serve our customers.”

Microsoft’s vice-president of retail and consumer goods Shelley Bransten added: “There’s no denying that the retail industry has been in a constant state of change over the past several years and consumers expect personalised interactions, connected online and in-store experiences, and high-quality customer service when they shop.

“Through this strategic partnership, Walgreens Boots Alliance is transforming the future of retail, health and beauty, creating digital experiences that make shopping fun and rewarding.”