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CVS rolls out mobile services to reward loyalty card members

November 21, 2011

The revamped CVS mobile site

CVS/pharmacy has launched a series of mobile tools aimed to boost its loyalty program, ExtraCare Rewards.

CVS has relaunched its mobile Web site and updated its iPhone and Android applications to help its ExtraCare Rewards members save money and time. Consumers can also fill subscriptions and order print photos.

“With more than 67 million active members, the CVS  ExtraCare Rewards program is the largest retail rewards program in the nation and aims to make it easy for customers to save,” said Erin Pensa, director of public relations for CVS, Woonsocket, RI.

“These latest enhancements make it easier for those ExtraCare cardholders using smartphones to access and manage their accounts while on the go,” she said.

Mobile extras
ExtraCare members can visit to manage their accounts.

On the site users can enter their account information to sign-up for email newsletters, which gives them a mobile coupon that can be redeemed in-store.

Additionally, users can check the balance on their ExtraCare reward cards.

Consumers can also check their transaction history and order new cards.

CVS has expanded its mobile site to include more options for the company’s photography department.

Consumers can order prints from their mobile devices to pick up in-store.

Here is a screenshot of the CVS mobile site promoting its ExtraCare program

Users can view their uploaded photos in albums and slideshows and share them with friends and family.

CVS has also updated its iPhone and Android apps the same loyalty program features as well as mobile bar code scanning.

Users can refill prescriptions with an app feature that lets consumers scan the prescription bar code and have it sent to the nearest CVS location.

The updated app also includes a QR code scanner that consumers can use to scan in-store displays.

“Our goal is to always improve the customer experience,” Ms. Pensa said.

“We strive to provide affordable and easy access to all of our services, and these mobile innovations are another example of how CVS listens to customer feedback and encourages ExtraCare members to take advantage of the benefits and savings available to them,” she said.

Fill ‘em up
CVS is no newbie to mobile.

In 2010, the company launched in-app payments that let consumers pay for prescriptions.

CVS also has a mobile app for BlackBerry devices.

One of CVS’ main competitors, Walgreens, recently said that mobile makes up 25 percent of online prescriptions, showing the possibilities that healthcare marketers can take advantage of (see story).

By using both a mobile Web site and apps, CVS is positioning itself to reach the mass of mobile consumers.

“Across the board, CVS works to integrate mobile functionality into all of the services we offer our customers from the pharmacy to the front store,” Ms. Pensa said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York

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