Walgreens’ Digital Strategy is Dangerously Boring

As a personal crusade to get retailers to actually use digital channels in valuable ways, I've taken on the National Retail Federation’s Top 100 retailers list, and I’ve been evaluating the activities of these retailers in digital spaces: Facebook, Twitter, Pinterest, other social properties if it’s appropriate, and then, of course, how well these activities tie back to the retailer’s website. With each evaluation, I learn something new. But I confess, this time around, Walgreens is in the spotlight, and I had tough time writing up my evaluation of its digital channel activities. Why? Because the company is so carefully mediocre in its approach to digital.