Walgreens Embracing Interactive Mapping Technology To Select Store Locations

By Christine Kern, contributing writer

Combining interactive mapping and analytics allows for better leveraging of opportunities.

Walgreens has embraced interactive mapping technology and big data analytics in order to generate location-specific data to enhance its ability to anticipate consumer demands and select store locations. The technology is called WalMap, and its interactive maps work with the retailer’s existing geographic information system to produce near real time, regional data that can help spot trends and inform decisions about real estate decisions, product launches, and inventory management strategies, according to Fortune.

Walgreens has been utilizing geographic information systems for approximately 15 years, but now they are taking them mobile, to help employees better serve their customers with near real time information.

“Ten years ago, our teams had to print out a map and take it with them. Now they can bring their mobile device, and have access to updated sales, demographics and other targeted information,” said Jillian Elder, director of enterprise location intelligence for Walgreens.

Walgreens turned its maps interactive using the ArcGIS service from GIS company Esri, which has been its GIS partner since 2000. The resource provides millions of maps that companies can overlay with proprietary data about specific locations.  Walgreens also has a special addition specifically designed for Walgreen’s real estate, strategy, and mergers and acquisitions team, according to Fortune.

In a video, Elder explained how critical the adoption of GIS has become to Walgreens, stating “This is truly an enterprise level application,” Elder said. “Ultimately, what this comes down to is problem solving.” Walgreens executives can utilize this spacial lens to enhance their analytics across disciplines and departments to help determine the best site for a new store, the best time to stock up on flu shots and cold medicines, or to help local authorities and Walgreens' loss prevention professionals predict the next target for a local crime spree, for example. 

“Understanding our customers — where they live, where they work, why they’re shopping us — is the core of what we do, and that, in many ways, is a spatial question,” Dave Miller, senior director of market planning and research for Walgreens, said in the video.

This new technology can help augment merchandising programs and displays as well as realize significant supply chain efficiencies. Elder asserts that Walgreens “WalMap” system is now empowering Walgreens' internal stakeholders with accessible data that can be layered onto a GIS platform in an effort to ascertain new opportunities.