Boots parent deepens Microsoft partnership in personalisation push


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.

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