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CSA Exclusive: CVS stays current with omnichannel photo offering

The drugstore giant is applying “buy online, pickup in store” to digital photos.

In an interview with Chain Store Age, a CVS spokesperson provided some deeper insight into the retailer’s recent launch of a print-to-store service for Google Photos users. Consumers can order high-quality prints directly from their Google Photos app for same-day pick-up at CVS Pharmacy stores. Google has made this service available through participation in the Kodak Moments Prints partner application programming interface (API) program.

“These days, an obvious trend is that many photos are being shared with others via social media. However, we see a lot of room for opportunity in digital across the board – and that includes our photo business,” said the spokesperson. “Customers of all ages and backgrounds are looking for quick and convenient ways to preserve their memories and bring them to life beyond social media, so that they can not only share them with others virtually, but also preserve and display them physically.”

Google Photos users can now order 4x6 prints at CVS stores. This new service is rolling out across the U.S. through October. In addition, CVS also offers enlargements, cards, photo books, calendars, and wall décor. CVS is also offering gift-themed options with longer lead times for pickup, including photo mugs, throws and pillows, kitchen décor, phone/tablet cases, journals, and bags.

According to CVS, it is excited about this partnership with Google Photos and Kodak Moments, because it provides convenient omnichannel access to both new and existing customers. The retailer declined to comment on specific metrics, but cited the ability to increase customer service levers by allowing them to digitally order high-quality 4x6 prints directly from Google Photos for same-day pickup at more than 7,400 CVS Pharmacy locations nationwide.

“We’re always looking for new ways to enhance our digital capabilities, allowing us to meet our customers’ needs – whenever, wherever and however they need,” said the spokesperson. “We understand that digital is no longer tied to a desktop, and our goal is to make it easy and convenient for our customers to turn their photos into lasting keepsakes and personalized gifts.”
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