How does Walgreens' Rokt partnership boost retail media?

Walgreens Advertising Group has expanded its retail media ecosystem through a new partnership with Rokt, bringing artificial intelligence and machine learning driven offer placement to the order confirmation page on Walgreens dot com. The agreement makes it possible for non endemic brands to reach millions of Walgreens shoppers immediately after checkout, a moment the companies describe as both high intent and underutilised within retail media.

Abishake Subramanian, group vice president of consumer marketing, loyalty and Walgreens Advertising Group, said the retailer remains focused on connecting advertisers with shoppers who demonstrate strong repeat engagement. He said “We are committed to connecting brands with one of the most loyal and engaged consumer bases in the country.” He also said “By expanding our retail media ecosystem with AI powered capabilities, we’re giving advertisers new ways to engage customers in meaningful moments while creating incremental value for Walgreens.”

Walgreens said the post transaction experience is a year in the making and was built to feel natural and helpful for customers who regularly shop online with the company. The new experience surfaces relevant brand safe offers after checkout while leaving the transaction flow unchanged. Walgreens said the collaboration also gives advertisers access to its first party pharmacy, retail and photo audiences along with the millions of daily shoppers who complete orders on Walgreens dot com.

Craig Galvin, chief revenue officer at Rokt, said the company sees significant opportunity in applying its post purchase technology to a large national retailer. He said “We are very excited to work with a respected household name like Walgreens to deliver real time relevance for Walgreens Advertising Group’s audience of consumers nationwide.” He added “Together, we’re planning to unlock a new monetisation channel that enhances the customer experience and delivers measurable performance at scale, while also putting Walgreens’ in house initiatives at the forefront to maximise the company’s customer experience.”

Rokt works with retailers including Petco, Macys, Ulta Beauty, Albertsons and HelloFresh. The company said its revenue in the year twenty twenty four increased more than forty percent year over year to reach six hundred million dollars. Rokt described Walgreens as one of the fastest growing retail media networks in the United States and said the partnership gives the company an opportunity to bring real time relevance to a broad national audience.

Retailers across the United States are expanding their media networks to diversify revenue streams and strengthen customer relationships. Walgreens said that by introducing non endemic messaging into the post purchase moment and combining it with its own first party offers, it can diversify its advertiser mix, open new monetisation opportunities and create more engaging shopper experiences that support stronger customer retention.

Walgreens operates eight thousand five hundred stores across the United States and Puerto Rico. The company has approximately two hundred twenty thousand team members, including nearly ninety thousand health care service providers. Walgreens was founded in nineteen hundred one. Walgreens Boots Alliance was acquired by New York based private equity firm Sycamore Partners in August.

Walgreens said the partnership with Rokt is their broader commitment to creating meaningful value at every step of the customer journey. The retailer said the launch of the new post transaction experience marks a major milestone for Walgreens Advertising Group and offers advertisers a measurable and high intent environment while keeping the customer experience intact.