San Jose, CA

When Walgreens announced the deal for Drugstore.com in March, CEO Gregg Wasson said the acquisition would help advance the chain's goal of "becoming the most convenient choice for health and daily living needs whether customers shop online or in our stores." Now, it appears, the company is looking to become an even more convenient multi-channel shopping options for consumers with the announcement that it will offer online ordering with in-store pickup at 480 locations in the Chicagoland area. This comes on top of a test in the San Jose, CA market where the service is available in 27 stores.

By 2005, online sales are expected to become nearly one-third of a cataloger’s business, according to The Direct Marketing Association. To track the success of your online efforts, you need a way to measure the effectiveness of your Web site — and your efforts to get people to visit it. What’s more, your measurements should go beyond the typical Web-server log-file analyzers that offer only performance- and site-driven data such as the ambiguous number of hits, page views, user sessions and unique visitors. Today, more powerful tools are available to measure campaign success, customer experience, e-commerce activity and overall return on investment (ROI).

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