Home  › Social › Social Media
walgreens-q-a-on-facebook

Walgreens Adds Facebook Customer Care Feature

  |  March 20, 2012   |  Comments

Tool helps social viewers learn more about products and wellness.

walgreens-q-a-on-facebookWalgreens has added an "Answers" tab to its Facebook page, offering a Q&A tool for drugs, supplements, and health queries. The move represents how Walgreens and other major brands are increasingly utilizing the social site as a customer care hub.

Sona Chawla, president of e-commerce for the Deerfield, IL-based retailer, said in a prepared statement: "With the success of our online health initiatives, such as the ability to chat live with a Walgreens pharmacist 24/7, this is yet another example of our commitment to innovation in the digital space that gives people greater access to Walgreens pharmacists and other clinical experts."

While the Q&A tool on its face looks like a service, it's also a product search feature. For instance, a "cold sores" query produces a link to a branded remedy only one spot below the top result, which offers a definition for the fever blisters condition. Viewers can tap a "Pharmacy Chat" button while clicking through to a Walgreens.com page, where they can live chat with a rep.

Like other brands in 2011, Walgreens showed it's serious about emerging media by hiring its first social media marketing director, cherry-picking an ad agency for talent. The brand, which has 1.9 million Facebook fans/likes, is using technology from Sharecare for the new Q&A service.

Meanwhile, CRM products like Sharecare's could become a bigger marketplace in the coming months. Now that Facebook marketers can direct message with consumers, app developers will likely offer brands tools in order to take advantage of the social site's one-to-one communications channel. The features could include the ability to capture email addresses and phone numbers, letting brand reps follow up through additional channels to alleviate consumer concerns.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...