Walgreens is leveraging Retail Brands product development to drive innovation across its widespread omnichannel business.

“Our product development group looks at all the pieces on a regular basis, including trends and insights, with customer research on unmet needs,” said Andrea Collaro, Senior Director, Brand Management/Product Development, Private Label Health & Wellness, Walgreens Boots Alliance.

Collaro outlined her perspective in a session at the Velocity Institute (RBI) Innovation Summit.

The giant drug store chain pursues a range of online shopping strategies, from delivery to pickup.

“Our own brand assortment crosses thousands of items,” she said. “ We continue to expand and evolve our brands and develop those portfolios.”

Support from Across the Organization

Close partnerships with Walgreens sourcing, quality/technical and marketing teams help ensure success, she said.

“We have the support at Walgreens to ensure own brands is top of mind and front and center for all key initiatives we’re working on.”

She added, “The Walgreens name is on our doors and our products, so it’s critical that everything we do with the product brand furthers the enterprise.”

Different Strategies by Category

Collaro said healthcare products and categories vary in their ability to take on innovation development.

“Some things need to be national brand-equivalent, and those offer great savings,” she explained. “Other parts of the portfolio focus on unique items or national brand-better-type offerings, where customer insights and research are used to develop products to help solve needs that a national brand hasn’t brought forward.”

Consumer interest in Walgreens Private Brand is fueled by a range of omnichannel and digital strategies, from in-store to ecommerce and from drive-through to pickup and delivery.

“We leverage our digital toolkits to put own brands at the center, with the best images and content, to bring it up in search,” she said. “And the in-store experience it is critical with having the right own brand items.”

Upbeat Outlook for Retail Brands

The COVID-19 pandemic has driven consumer Private Brand trial, and many shoppers are sticking with these items, she said.

“Being in-stock and offering low prices has made own brands more appealing during the pandemic, and there are ongoing opportunities,” she explained.

There is good potential for Private Brands to grow year over year, she added.

“We control our own destiny, and by benefitting from supplier partnerships the opportunities will continue to grow.”