PALM SPRINGS, Calif.—Within 8 minutes of ordering Neosporin and Band-Aids, a consumer in Virginia had those items in hand, delivered by drone from a nearby Walgreens to his home.

It was no stunt—drone delivery is part of a pilot project the drug store chain launched this fall aimed at “redefining convenience,” said Vineet Mehra, global CMO of the retailer’s parent company, Walgreens Boots Alliance.

The brand, with $10 billion in annual sales, is the first retailer to use the FAA-cleared technology from Google parent company Alphabet’s Wing division.

An example, along with delivering products by drone, is a Walgreens program that puts water refill stations beside bottled water that’s for sale in stores.

“We have to give our customers choice.”

Connect purpose-driven marketing to business areas that are commercially important to you and bring that purpose to life via consumer engagement versus touting it in self-congratulatory marketing.

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