The Gamification Of CVS

Drugstore chain CVS (NYSE:CVS) is experimenting with what might be called the gamification of mobile shopping. (In this case, gamification means "like a video game, but less fun.") The retailer's new iPad app lets customers wander through a 3-D rendering of a CVS store, clicking on red plus signs to access different features. Reaction from users is apparently mixed—not being able to go directly to the product a customer wants is a bug, not a feature, of brick-and-mortar stores—but at least it's a different approach. What's not clear is whether the layout of the CVS app's virtual store matches the actual planogram of many real CVS stores. If it does, a little conventional search technology could at least make finding cross-category products in-store a lot easier for people who'd rather not wander in pain. Story

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