When CVS on Monday (July 1) launched a drug interaction feature on its mobile app, it was a classic example of a deep CRM gift that was positioned—correctly—as a truly useful shopper app. In short, it was one of those rare situations where the interests of the retailer and the shopper were perfectly aligned. The feature itself is straight-forward. A customer can download all of their CVS prescriptions and then type in any other prescriptions that are being taken plus—and this is critical—any over-the-counter (non-prescription) things they are taking, anything from aspirin or a hay fever pill to Vitamin C to 5-hour Energy.
CVS now gets three extremely valuable pieces of data: First, a list of prescription drugs presumably being filled by a rival pharmacy. What a clear chance to argue that those particular drugs should be brought over to CVS, an opportunity that doesn't exist without this information. Secondly, a list of various other things the customer is buying, many of which are likely sold by CVS. Another sales opportunity. Third, given that this is a mobile app, the data is already tied into a specific customer. This sharply enriches the CRM profile for CVS customers—and does it for very few dollars and in a way that seems to be altruistic.
