Walgreens Boots Alliance Inc. is planning to reinvigorate its pharmacy business partly through a marketing push designed to regain customers that stopped spending with the chain during the Covid-19 pandemic. The program lets executives analyze where customers are shopping and what they are buying, and use that information to reach out to them with more personalized marketing, Ms. “This is primarily a digital plan.”Walgreens plans to assess data to group customers into various communities, depending on what their needs are and where they shop, according to Ms. Brown, the customer chief. But a community of “support seekers,” who may need more pharmacy support, would be targeted with marketing around a store’s pharmacy services, Ms. Brown said. Walgreens in May named former Calvin Klein executive Linh Peters as its chief marketing officer, in part because of her experience leading marketing and loyalty programs at Starbucks, Best Buy, Target and Ulta.

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