The drugstore chain has made the entire catalog on CVS.com available through the mobile optimized site at m.cvs.com. In addition to placing orders for products, consumers may also place photo print orders.
"Our new mobile shopping site offers digitally-minded CVS/pharmacy shoppers with a superior on-the-go retail shopping experience," said Rob Price, senior vice president, chief marketing officer for CVS/pharmacy, in a press release. "The launch of mobile shopping is another exciting step in our ongoing effort to expand our digital suite in order to better serve all of our customers — whether they are refilling prescriptions via camera phone or shopping for holiday gifts from their smartphone."
The chain said its new "mobile enhancements" build on previous steps it has taken that enable consumers to check the weekly circular, manage their ExtraCare Reward accounts and scan/send refill prescriptions.
CVS' move follows Walgreens' announcement last month that it had added scanable coupons to its mobile offering. With it, consumers can redeem coupons in stores through their smartphones.
"We're enhancing the shopping experience by giving our mobile customers greater convenience and exclusive savings during the holiday season," said Sona Chawla, Walgreens president of E-commerce, in a press release. "Through our mobile application, no matter where people are, they can find an easy way to save next time they come to Walgreens — just download the app and you're ready to shop."
Walgreens also enables consumers to shop directly via their smartphones, check in-store stock, view weekly ads and receive special deals.
How significant a business opportunity is the mobile channel for drugstore chains?