Walgreens is enhancing its retail media strategy by introducing digital screens featuring advertising and educational content in 1,200 stores starting in October. This initiative is part of a collaboration with Looma, an in-store media firm known for positioning screens right next to the relevant products. Walgreens highlighted that Looma’s approach focuses on content designed to educate rather than interrupt buyers, measured through comprehensive metrics rather than just frequency of ad display.
Expanding Reach Through a Strategic Partnership
Looma operates over 7,000 screens in 10 banners, reaching approximately 13 million unique shoppers monthly at major retailers like Kroger and H-E-B. This partnership with Walgreens offers brands already working with Looma extended exposure, enabling them to expand their campaigns into Walgreens outlets.
Addressing Past Challenges with Cooler Screens
This launch follows previous troubles with Cooler Screens, a startup that installed digital fridge doors in Walgreens stores. These doors experienced various issues such as technical failures and safety concerns, leading to Walgreens terminating the partnership. Consequently, Cooler Screens sued Walgreens in 2023 for unilaterally ending the agreement and allegedly cutting data feeds in numerous stores in the Chicago area. The legal proceedings continue.
Deploying User-Friendly Screen Solutions
The new digital displays will be positioned alongside products rather than obstructing them. Each store will have two large screens placed near the entrance and within the pharmacy waiting area. These displays will also include digital end caps highlighting a single brand or educational content from Looma across sectors like beauty and wellness.
Strategic Leadership and Vision
John Storms, who joined Walgreens six months ago as vice president of digital and retail media, is guiding the transformation of Walgreens Advertising Group. Storms, who previously worked with Lowe’s and Target, spoke at Ascendant Network’s retail media event in New York, sharing that Walgreens is revamping its advertising strategy with a greater focus on in-store media. He emphasized the potential of displaying ads in pharmacy areas due to the extended time customers spend there.
Industry Insights and Future Directions
Research from March 2026 involving over 1,000 shoppers indicated a positive receptiveness to advertisements in pharmacy spaces compared to other store areas. Industry expert Andrew Lipsman noted that national retailers are now better equipped to implement technology having learned from prior experiences. Effective content must be informative and engaging to provide a good customer experience, he added.
Competitive Trends in Retail Media
Walgreens’ venture follows the steps of competitor CVS Pharmacy, which has been deploying digital end caps in its stores. CVS has implemented more than 600 of these screens in high-traffic areas. Parbinder Dhariwal of CVS Media Exchange remarked that digital formats offer more flexibility and relevance to shoppers’ journeys than traditional placements. CVS aims to expand its digital network significantly, with plans to host around 11,000 digital screens nationwide this year.
Dhariwal emphasised the necessity of engaging consumers both digitally and in-store, thereby capturing attention as customers navigate their way through various shopping purposes, from picking up prescriptions to fulfilling everyday needs.
Reporting based on coverage first published by modernretail.co.