Tablets are becoming the device of choice for today’s tech-savvy shoppers: According to recent research from Adobe, 8% of global web site traffic derives from tablets, while smartphones only account for 7%. As a result, brands and retailers are refining their focus and financial investments, and are executing new strategies and experiences specifically for tablet devices.
More than one million customers per month visited CVS.com from a tablet in 2012. In response, the CVS/pharmacy launched an interactive app designed to deliver a unique digital drugstore experience to iPad users. Using the new capability, consumers can browse through a virtual,3D layout of a CVS/pharmacy store and tap mini icons to access a variety of services. These include: The Pharmacy, ExtraCare, the Photo Center and MinuteClinic medical services. In addition, shoppers can browse their favorite departments to research products, make purchases and download coupons.
The app was created to present a fun and interactive way for consumers to shop CVS/pharmacy, fill and manage prescriptions, and access personalized coupons across departments. Additionally, it “empowers our customers on their path to better health,” according to Brian Tilzer, SVP and Chief Digital Officer for CVS/pharmacy.
“Our mobile approach is to develop innovative ways to integrate digital services that our customers can access quickly and easily while on the go, with the services we offer in our stores,” Tilzer said in an interview with Retail TouchPoints. The strategy “lets our tablet customers continue to enjoy the benefits of CVS.com through one user-friendly tablet app, creating a seamless and enjoyable experience.”
The new user experience “grew from the belief that a virtual 3D store was the most natural way for our customers to navigate digitally,” Tilzer noted,” and to access the services they rely on when shopping in their local store.”
A tablet-optimized experience became top priority during 2012, when CVS/pharmacy team members noted a significant increase in traffic from the devices, Tilzer explained. “At CVS/pharmacy, we have become increasingly aware that mobile tablets, specifically the iPad, are becoming an integral part of many of our customers’ lives,” he said. “Last year, we noticed that more than a million customers each month visited CVS.com from a tablet. In response to this growing trend, we developed an app that will provide iPad users with an interactive, digital version of the in-store experience.”
To determine which features and capabilities to include in the app, CVS/pharmacy conducted thorough in-house research “to make sure that the app had both an engaging user experience as well as great functionality and practicality for our customers,” Tilzer said. “It was designed with their needs and habits in mind.”
During development, the CVS/pharmacy team also initiated regular live-user testing to refine the app, Tilzer stated, “and make life even easier through technology.”
CVS/pharmacy will continue to modify the app experience to ensure it is intuitive and compelling for shoppers, Tilzer reported. The retailer already has begun planning for the next version, which will include more interactivity.