Retailers know that a website alone isn’t enough to generate e-commerce in an omnichannel world, and CVS is taking mobile shopping by tablet to a new level with an app that gives customers not only a 3D shopping experience but also enhanced services.
Creating an app specifically for the tablet was an outgrowth of examining data showing that many CVS shoppers were using tablets to engage with the brand. The new app, which launched this week, offers a 3D rendering of a CVS store.
Customers can access services from not only the pharmacy, ExtraCare, photo lab and MinuteClinic, but can also get access to features like enhanced prescription management, a consolidated coupon center and a catalogue.
In an interview for Retail Customer Experience, Brian Tilzer, senior vice president and chief digital officer for CVS, explains that the brand wanted to provide a “fun” shopping experience for its customers.
It isn’t enough anymore to offer a great online shopping experience. With the rapid adoption of mobile technology like tablets and smartphones, brands are being forced to decide how to bring their retail experience to customers who want it to go.
CVS attacks the problem in a unique way, using customer data to identify exactly how mobile customers are interacting with the brand (in this case, tablets), and creatively combining a mobile site with an app. Users not only have the convenience of accessing the store via app, they also get a full-blown e-commerce experience that feels more like a mobile website.
When it comes time to make decisions about mobile strategy, looking at data and mobile trends can help set the stage for truly engaging innovation.