Customers are relying more on their mobile devices to access health resources and keep track of their pharmacy needs. As a result, CVS Caremark (NYSE: CVS) says that it has seen a 250 percent increase in mobile and app traffic over the past year.
"As a pharmacy innovation company, we are committed to empowering our customers on their path to better health and have put in place an integrated digital strategy to help us serve those customers even better, across all channels and touch points, Brian Tilzer, SVP and chief digital officer, CVS Caremark, told Retailing Today.
Digitally savvy pharmacy customers have been logging in online in droves. Traffic to CVS.com increased 75 percent from 2012 to 2013, while the proportion of overall traffic originating from mobile devices jumped from 30 percent in 2012 to more than 50 percent in 2013. The company also saw an increase in mobile prescription refills, with 37 percent of digital refills coming from smartphones and tablets.
Going forward, CVS says it plans to maintain its mobile momentum by integrating even more services into its mobile app, such as voice-activated prescription management and a photo upload tool, which will allow customers to redeem rewards points, keep track of past and current purchases and monitor prescription refills.
"In 2014, mobile remains an important part of our digital strategy and we will continue to focus heavily on retail and pharmacy capabilities as well as integration across the enterprise, making it easier for our customers to engage with at any moment and most importantly to help our shoppers lead healthier lives," Tilzer said.
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