CVS builds e-loyalty through personalisation

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By: Wise Marketer Staff |

Posted on July 6, 2012

CVS builds e-loyalty through personalisation

In the US, CVS/pharmacy has announced the launch of its new CVS.com interactive website that offers shoppers a more highly personalised pharmacy and retail experience, providing access to pharmacy services usually found in-store, such as managing, refilling and picking up medication.

With resources such as 'My Pharmacy', where shoppers can view all of their prescriptions and manage their refills, and a 'Drug Information Center' where shoppers can ensure medications can be taken together and view descriptive images of each prescribed pill, CVS/pharmacy aims to use the personalised web site to deliver complete health information wherever and whenever customers need it.

The website also incorporates a digital home for the company's 'ExtraCare' retail savings and rewards programme, which currently boasts more than 69 million active cardholder households. Loyal customers can use the web site to view a dashboard of their in-store and online shopping and savings history, and send personalised digital offers directly to their loyalty card, among other features. The entire web site is also available in Spanish as well as English.

"We're committed to offering customers a highly personalised experience across all channels," explained Rob Price, senior vice president and chief marketing officer for CVS/pharmacy. "Saving money should be even easier with the new ExtraCare dashboard, where customers can find personalised savings and deals."

Shoppers who log into the site will see a personalised view of their CVS/pharmacy experience on the myCVS homepage, and be greeted with convenient reminders and information related to their prescriptions, ExtraCare and shopping activity. The redesigned website also has individual tabs for CVS.com, CVS Photo and MinuteClinic. Drop-down menus for pharmacy, shopping, deals and ExtraCare allow shoppers to easily navigate from the main homepage.

ExtraCare cardholders will find everything they need to manage their shopping and savings at CVS/pharmacy, and can instantly view their ExtraSavings and ExtraBucks Rewards, as well as send ExtraBucks Rewards and selected coupons directly to their card via the 'Send to Card' digital savings option. Shoppers can also use the new 'deals hub' for additional exclusive offers including 'Deal of the Day' flash sales.

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