Customers are spoilt for choice in today’s digital world. Brick and mortar, on-line retailers, catalogers, and consumer packaged goods organizations are in a constant battle for engagement, market share, loyalty, and sales. Consumers use price comparison sites and aggregators to choose from among so many options, making the retailers’ selling cycle inconsistent. Pharmacies face an uphill battle as healthcare insurance providers are allowing their customers more choice for their drug purchases. Consumers ask, “What is really the difference?” The customer experience becomes the primary differentiator, especially the digital customer experience. Pharmacies are forced to provide customers with relevant recommendations, services, products, and offers with a single click. Armed with ever-increasing product information and purchasing channels, consumers demand consistency, relevancy, and speed. In a bid to become better, pharmacies ask themselves:
