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CVS/pharmacy boosts mobile strategy with interactive iPad shopping app

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March 27, 2013

CVS/pharmacy has introduced an interactive iPad application to make it easier for customers to shop and fill prescriptions.

The iPad app uses 3D technology to provide users with a virtual feeling of visiting their neighborhood CVS from home or on the go. Users can manage their ExtraCare loyalty accounts from the app as well as interact with other key departments.

“Our customers have really embraced the digital options we’ve provided and the number of customers each month who use a tablet to visit CVS.com numbers in the millions and continues to grow,” said Brian Tilzer, senior vice president and chief digital officer for CVS/pharmacy, Woonsocket, RI.

“We’ve noticed that iPad usage in particular is very high among our customers, so we started there and designed a new CVS/pharmacy iPad app that is not only innovative, but engaging and fun, mimicking the in-store experience,” he said.

“We’ve designed our app for ease of use, so users can manage their medication needs and that of their families on the go, when it’s convenient for them. It’s important to note that prescription information and updates are transferred across platforms and devices – from the iPad app to the mobile app and/or CVS.com – all with the one simple login.”

Managing prescriptions
The iPad app enables users to access services from the pharmacy, ExtraCare, Photo Center and MinuteClinic  as well as browse different departments to shop.

Users can tap or swipe to interact with app.

Tapping on different areas of the store from the home screen launches one of several mini apps, including Pharmacy Services with enhanced prescription management. Here, users can quickly scroll through all of their prescriptions and take a variety of actions, such as scheduling refills and viewing prescriptions available for pick-up.

By using drag-and-drop, users can manage prescriptions for the entire family and easily sort prescriptions by patient name, refill status and more.

Users can also zoom in to view prescription details and scan in refills by using the iPad camera.

In the ExtraCare with Coupon Center section, users can sign in to manage their savings and rewards, check their balance, sign up for different ExtraCare programs.

Personalized offers
Similar to the in-store experience, users are encouraged to visit the ExtraCare Coupon Center first to receive new coupons and personalized offers.

With the iPad app, users can view the available offers via a rotating display with animation. Users can choose which offers they are interested in and send them directly to their loyalty card or print them.

Users can also find the retailer’s weekly ad circular for their preferred location, search the by category or brand and build shareable shopping lists.

Another feature is the ability to shop the full CVS.com product catalog, sorted by category.

In the Photo Center, users can upload photos from their tablet camera roll to be printed for pick-up the same day at a local CVS/pharmacy location.

Additionally, users can locate the nearest Minute Clinic, find out the types of services and minor illness exams offered as well as check what insurance is accepted.

The app is available for free from the Apple App Store.

CVS/pharmacy plans to expand the app to additional tablet platforms in the coming months as well as bring new features to the app with an eye toward enhancing the virtual shopping experience.

“What we are seeing is that CVS/pharmacy customers are increasingly utilizing our mobile tools in a significant multiple year over year,” Mr. Tilzer said.

“Their usage is increasingly on-the-go, forcing us to think about how to integrate our mobile experiences with the other touch points we have at CVS such as our stores and call centers,” he said.

“Our approach to mobile is to integrate CVS/pharmacy services that our customers can access easily and quickly, with the services we offer in our stores, pharmacy, MinuteClinic and call centers to create a seamless and enjoyable experience.”

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York

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