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in Boots we have a business wide segmentation that includes both behaviors and attitudes and we use this to develop store level offers.
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We use different techniques that inform different elements of our offer. Mehra: You are right that we have to use segmentation strategies to understand our diverse customer base. To what extent can you use segmentation strategies? Talbot: From the outside looking in, your target market would appear massive and broadly dispersed. We have a terrific customer insights team that work closely with all of the areas of the business to ensure that understanding of customers is embedded in all of our plans.
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However, the great technical insight work alone isn’t enough. We combine this with our knowledge of the wider market to develop and inform our plans. We use the data from our successful loyalty schemes to understand what they do we conduct research to understand how they feel and their motivations. Mehra: We use a wide range of techniques to ensure that we have the best understanding of our customers. Talbot: What processes do you use to make sure you have the best possible understanding the needs of your customers? So, we’re reaching people on a personal level, and connecting with them deeply, while at the same time we have to democratize our message and make sure that everyone hears it and connects with it. Health care is the most personal category there is, and yet it’s also something that literally every person on this planet needs. Where we are going with our marketing strategy is the idea of mass personalization. We have the assets that any digital company, and any brick-and-mortar company, wants. At Boots and at Walgreens, we have incredible loyalty programs to reward our most engaged customers, we have physical stores that are close to many of our consumers, and we have well-known brands with a strong sense of purpose. Mehra: We’re very fortunate at WBA to have the fundamentals for delivering a great customer experience.