Duane Reade ramps up digital presence

US drug store chain Duane Reade (Walgreens) has ramped up its digital presence by rolling out an online gaming experience named Ingress. Created by Google’s Niantic Labs, Ingress is described as an augmented-reality game that “blends the physical and virtual world to create a one of a kind gaming experience.”

The game will be rolled out into 250 Duane Reade stores in the US, making it the first retailer to offer customers the chance to play the game while in store. Its premise involves a team of scientists that have unearthed a mysterious energy which is believed to influence the way humans think. Players in the game can choose to either embrace this energy, or work to protect others against its influence.

"Customer engagement strategy via location-based gaming has elevated to new levels and Duane Reade understands that", said Calvin Peters, PR/Online Manager for Duane Reade. "Strategically engaging gamification experiences that utilise LBS platforms are becoming increasingly relevant as mobile concentration within the retail space continues to expand. Its important for us to be where our consumers are; including the virtual world."