As part of our six-part video interview series with Beet.TV, Putting the Store at the Core of the Commerce Media Ecosystem, SMG is spotlighting the leaders driving innovation. In this edition, Kelly Torgeson, Director of Business Development at Walgreens Advertising Group, shares how creative, data, and storytelling are redefining the in-store experience.
The Store as a Media Channel
“The store is more than a place to just shop. It truly is a media channel,” Torgeson says. Walgreens is creating dynamic touchpoints across the store—from digital screens to personalized offers—designed to connect with the broader Walgreens ecosystem. The goal is twofold: deliver experiences that feel relevant and useful while driving measurable outcomes for brand partners.
The Critical Role of Creative
Creative is at the heart of in-store impact. “You only have a few seconds to connect,” Torgeson notes. Messaging must be tailored to the shopper’s mindset in that moment—whether inspiring discovery in beauty aisles or providing trusted pharmacy solutions. For Walgreens, effective creative doesn’t just capture attention, it drives action.
Torgeson emphasizes that success comes from designing individual moments of connection, matched to where the shopper is within the store environment.
Seamless Alignment Across Channels
Consistency is non-negotiable. Shoppers don’t think in channels, so Walgreens ensures in-store messaging aligns with what customers see online, in the app, or across off-site campaigns.
“When the creative is aligned, it builds trust, recognition, and ultimately drives conversion,” Torgeson explains. By creating continuity across touchpoints, Walgreens strengthens both shopper confidence and brand impact.
In-store media lets brands move just beyond the buy now and to deliver moments of education, inspiration, or emotional connection all at the point of decision, which is critical. Done well, storytelling transforms a shopping trip into a memorable brand experience that both drives loyalty and conversion.
Data-Driven Content Strategy
First-party data is a critical tool for tailoring in-store messaging. Walgreens uses insights from seasonal health trends and local preferences to match content to trip missions. Whether it’s a quick pharmacy stop for a flu shot or browsing beauty for winter skincare, data ensures messaging feels timely and relevant.
This strategy not only improves shopper experience but also enhances brand performance.
Unlocking Storytelling in Retail
Looking ahead, Torgeson sees storytelling as a major opportunity for advertisers. “In-store media lets brands move beyond the buy now and deliver moments of education, inspiration, or emotional connection at the point of decision,” she says.
Done well, storytelling transforms a routine shopping trip into a memorable brand experience—building loyalty, deepening engagement, and driving conversion.
From Shopping to Storytelling
Walgreens’ vision reflects a broader shift in retail media: the store is no longer just a transactional space but a dynamic canvas for brand-building. By combining creative, consistency, and customer insight, in-store media becomes not only measurable, but truly meaningful.
