The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
Sona Chawla also takes over marketing duties for the retail chain.
The Walgreen Co. has promoted e-commerce president Sona Chawla to president of digital and chief marketing officer. She oversees the retail chain’s new Digital and Marketing Division.
Walgreen is No. 36 in the Internet Retailer Top 500 Guide. It launched e-commerce in 1999, according to Top500Guide.com, and hired Chawla in 2009 as senior vice president of e-commerce. In 2011 she became e-commerce president.
Before Walgreens, Chawla worked at Dell Inc., No. 8 in the Internet Retailer Top 500, where she was vice president, global online business.
The new department she leads at Walgreens combines three groups: e-commerce, corporate marketing and customer loyalty and insights. “Our goal is to optimize our marketing investments and mix to reach consumers where they are, as their use of digital media continues to escalate,” Chawla says. “This means more than just adding digital media to our marketing portfolio. We also will adopt a digital mindset throughout our marketing efforts.”
Walgreens recently has been working to better manage data among all its selling channels, including web sites, mobile sites and apps. and in-store point-of-sale systems.