CVS is testing a new feature in its mobile app that allows customers to unlock display cabinets and access products like deodorant and toothpaste without needing assistance from store employees. The pilot program is currently available in three stores in New York City and will soon expand to 10-15 additional locations on the West Coast. To use the cabinet-unlocking feature, customers must be logged into the CVS app, connected to the store’s Wi-Fi, and have Bluetooth enabled on their smartphones.
This functionality is part of CVS’s broader efforts to revamp its mobile platform and address common customer issues, such as long waits at the pharmacy and hidden costs. Tilak Mandadi, CVS Health’s executive vice president, said the company hopes to roll out the feature nationwide eventually.
CVS pilot uses app features
The CVS pilot program is an example of how we’re applying technology to solve a common customer complaint,” said a CVS Health spokeswoman, Tara Burke. Customers like the convenience of being able to open the cases and not having to wait for a CVS colleague to help if one isn’t immediately available.
In addition to the cabinet-unlocking feature, the updated CVS app offers capabilities like tracking prescription status, viewing pricing, accessing personalized barcodes, scheduling immunizations, and accessing insurance benefits. CVS’s decision to introduce this feature reflects a growing trend in the retail industry, with competitors like Walmart and Target also implementing digital solutions for securing high-theft items.
However, some retailers have reported that locking up products can discourage customers from purchasing hard-to-access items, benefiting online retailers like Amazon. With the decline in foot traffic due to the pandemic and the surge in e-commerce, CVS hopes its digital solutions will draw customers back into stores. Mandadi hinted that the CVS Health app, which currently serves 60 million digital customers, could evolve into a “super app” if the new features prove successful.
