CVS/pharmacy has enhanced its mobile application with a feature that lets users take photos and order prints for in-store pick-up. This is an excellent example of bridging the physical/digital divide and letting users translate their mobile experiences to the real world.
According to Pew Research, an estimated 92 percent of smartphone users take pictures on their phones, but until CVS released this new functionality, translating those digital images to print was always a multi-step process.
However, CVS now allows users to simply select a picture from their device, locate the nearest store (using GPS if so desired), and print. No account, no on-device payment, just click and send. This type of simple, immediate transaction is ideal for the mobile channel and is differentiated from the hundreds of digital photo sharing options available online. When you’re on the go, and you’ve captured the right moment in a digital picture, you may just want a print out without jumping through hoops. CVS makes that possible.
“The latest enhancement to the mobile app does just that by giving on-the-go shoppers the choice to easily print photos directly from their smartphone camera or from their CVSphoto.com account for same day pick up, with no additional cost, at any local CVS/pharmacy location,” said Erin Pensa, director of public relations for CVS/pharmacy.
Completing a transaction took me less than a minute, and within 20 minutes of placing my order, I received confirmation that the picture was available for pick-up in the store.
As mobile becomes more pervasive, and customers prefer to transact more via electronic channels, more organizations shouldlook to adjust their mobile strategy so that it better bridges the gap between the physical and digital worlds for their customer.
