Walgreens Boots Alliance

Walgreens Boots Alliance (WBA) is one of the world’s largest retail and healthcare companies, operating trusted pharmacy, health and beauty brands across more than 25 countries.
Walgreens Boots Alliance

With a focus on innovation, WBA continues to invest in customer-centric strategies that combine data, technology and retail expertise to deliver exceptional experiences at scale.

The Challenge

WBA wanted to unlock the full potential of its customer data to create more personalised, predictive and scalable customer experiences across its portfolio of brands. The objectives included:

  • Personalising communications across a large and diverse customer base, ensuring relevance across multiple brands, demographics and channels.
  • Improving product recommendations both online and in-store to create seamless omnichannel experiences.
  • Building predictive models to increase engagement, reduce customer churn and maximise lifetime value.
  • Creating a scalable framework for data-driven decision making that could be applied consistently across the wider WBA portfolio.
The Challenge

The Solution

Horizon partnered with Walgreens Boots Alliance and Liz Earle to design and deploy a suite of Decision Intelligence Models that transformed customer insight and personalisation. The solution included:

  • Product Recommendation Models that delivered tailored product suggestions based on customer behaviour and preferences.
  • Propensity Models to predict purchase likelihood, engagement and customer churn.
  • Lifetime Value Models to identify and nurture high-value customer segments.
  • AI-powered segmentation to enable personalised marketing campaigns at scale.
  • Deployment across WBA’s best-in-class marketing technology infrastructure, ensuring scalability across multiple brands.
The Solution

The Results

The Decision Intelligence Models delivered measurable improvements across customer engagement, conversion and commercial performance. Key outcomes included:

  • 19% uplift in click-through rate, demonstrating stronger engagement with personalised content and offers.
  • 19% uplift in conversion rate, resulting in more customers completing purchases.
  • 38% uplift in revenue per user, with personalised journeys encouraging larger baskets and repeat purchases.
  • 7% reduction in bounce rate, showing improved customer experiences and more relevant interactions.
  • Clear evidence of the value predictive analytics and AI-driven marketing strategies can deliver across WBA brands.
The Results

Project Perspectives

“We enlisted XCM to enable a select number of our flagship brands with a complete view of our customers for analytics, data science and CRM purposes. We are delighted by the results of the bespoke models so far and the team have provided an excellent layer of personal support to our teams. We look forward to continuing our fantastic working relationship to benefit WBA consumers.”
Romi Arya - Director of Technology & Products, Walgreens
“Partnering with WBA on this project has been a brilliant example of collaboration driving tangible results. Our goal was to deliver a solution that gave their key brands a richer, more actionable understanding of their customers – and it’s been incredibly rewarding to see that come to life. The strength of our partnership with WBA continues to be built on trust, innovation and a shared commitment to delivering meaningful outcomes for their customers.”
Holly Shead - Client Director, XCM