Through the mobile app, consumers can scan the bar code on the back of their card or type in their account number manually. After the bar code is captured, consumers can simply show their smartphone device at the register to earn their rewards.

“We are continually exploring new and different ways to deliver personalized value to customers,” said Erin Pensa, a spokeswoman for CVS/pharmacy.

“To accomplish this, we’ve significantly expanded the mobile options available to digitally-minded customers to create a more personalized and accessible shopping experience,” she said. “This newest mobile feature for ExtraCare makes it easier and more convenient for shoppers who prefer not to carry their ExtraCare card to take advantage of ExtraSavings and ExtraBucks Rewards.

“Shoppers can even use the Send to Card digital option on their mobile app to send ExtraBucks Rewards and personalized ExtraCare email coupons to their cards directly from their smartphone.”

CVS/pharmacy is a retail pharmacy with more than 7,300 CVS/pharmacy and Longs Drug store locations.

Usablenet powers CVS’ mobile apps and optimized site.

New upgrade
Consumers can upgrade the new version through either Apple’s App Store and Google Play.

In addition to storing their ExtraCare card, consumers can also manage their prescriptions, shop for products, find the nearest store and access the CVS/pharmacy weekly circular.

The updated app also features a new interface.

Users can now use the prescription refill scanner feature to refill their pills, check out local deals and promotions that are happening in the closest CVS/pharmacy location and access their ExtraCare account.

All about mobile
Over the past few years, CVS has been proving that mobile plays a key role in its day-to-day initiatives.

Last year, CVS launched a series of mobile tools aimed to boost its loyalty program, ExtraCare Rewards.

CVS relaunched its mobile Web site and updated its iPhone and Android applications to help its ExtraCare Rewards members save money and time (see story).

Additionally in 2011, CVS/pharmacy revamped its mobile site to make the entire CVS.com catalog available to shoppers.

In addition to being able to purchase items for the first time, the mobile site has been enhanced with additional new functionality such as the ability to redeem coupons and purchase photo prints for in-store pick up (see story).

Most recently, CVS/pharmacy made it easier for consumers to fill prescriptions on the go with a new SMS program.

The SMS program from CVS/pharmacy notified users when their prescription was ready to be picked up at their local pharmacy (see story).

“The CVS/pharmacy ExtraCare Program is the largest retail savings and rewards program with more than 69 million active cardholders and it uniquely positions us to deliver tailored offers, rewards and information for each customer that are based on individual shopping preferences,” Ms. Pensa said.

“We’re focused on leveraging digital innovation to create a more personalized shopping experience and the new digital app is the latest example of how we’re doing this,” she said. “Most recently, we’ve also given our customers the option of sending their earned quarterly ExtraBucks Rewards and personalized ExtraCare email coupons to their cards directly, eliminating the need for any printing.

“This Send to Card feature is also available from the new mobile app. Engagement with the customer happens everywhere the customer chooses — in our stores, at our pharmacies, at home via e-mail, mobile or digital – and we need to be there wherever the customer turns.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York