CVS/pharmacy has enhanced its mobile application with a feature that lets users take photos and order prints for in-store pick-up.

The app updates are available in CVS/pharmacy?s iPhone and Android app.  The app is available for free download from both Apple?s App Store and Google Play.

?The goal for the mobile app is to deliver personalized value to each shopper, making it the most convenient and accessible way for shoppers to access the information they need to shop, save or manage prescriptions at CVS/pharmacy," said Erin Pensa, director of public relations for CVS/pharmacy, Woonsocket, RI.

"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,? she said.

Instant snap
Consumers who download the app can now see the new photo printing options at the top of the page.

When consumers click through, they can choose to either print photos directly from their device or from their CVS.com account.

What is great about the initiative is that consumers do not need to be a member of CVS/pharmacy?s loyalty program to print and order photos.

If a user chooses to print photos from their smartphone, they can select the photos that they want to print and use their device?s built-in GPS to find the nearest store to pick-up their prints at.

Photos printed from the app are available for same-day pick-up.

To celebrate the launch of the feature, CVS/pharmacy is offering consumers a 10 cent rate for each photo printed.

Adding instant photo ordering to the app is a smart initiative from CVS/pharmacy. Taking photos is always a top activity for consumers on their smartphones, and letting users instantly order photos lets CVS/pharmacy connect with consumers on a deeper level and drive in-store foot traffic.

Ramping up
CVS/pharmacy has been ramping up its mobile offerings over the past few months.

Most recently, the company partnered with shopkick on a pilot program in San Francisco that rewards consumers for using the shopkick app with a $5 coupon. CVS/pharmacy is the first national drugstore brand to partner with shopkick (see story).

Additionally, in May the company redesigned its mobile app to focus more on loyalty. With the update, loyalty members can scan the bar code on the back of their cards to earn rewards at the point of purchase (see story).

"Many shoppers have taken advantage of the ability to digitally store their ExtraCare card in their smartphone, eliminating the need to carry an ExtraCare card when shopping. ExtraCare cardholders can also track, manage and redeem their savings and rewards within the mobile app," Ms. Pensa said.

"Additionally, shoppers can check their app for the mobile weekly circular with local deals and promotions, find nearby CVS/pharmacy and MinuteClinic locations and experience full mobile commerce shopping," she said.

"We?re focused on leveraging digital innovation to create a more personalized shopping experience and the new mobile app feature is the latest example of how we?re giving shoppers the choice in how they want to engage with us."

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York