CVS is deploying its own mobile payment option, CVS Pay, for its pharmacy and store shoppers.

CVS Caremark Corp., No. 245 in the Internet Retailer 2016 Global 1000, announced Thursday that consumers can use its CVS Pharmacy app to store their payment information and then check out with their smartphone at the pharmacy or in the checkout line. 

The move aims to build loyalty and drive use among CVS app users, says to Brian Tilzer, chief digital officer at CVS Health.  

Consumers have responded enthusiastically to CVS’s digital tools, which include its websites, apps and text message services, Tilzer says. One in three CVS customers use at least one digital tool, and app downloads have increased 150% year over year, he says. CVS will text prescription refill reminders to the 18.8 million shoppers who have signed up to receive messages. In 2015, the retailer sent 300 million prescription text message reminders to consumers, which generated 13 million visits per month to its mobile site, Tilzer says.

“Last year, we had 10 million new digital customers across our digital properties,” Tilzer says. “With 38 million total active customers, that’s an impressive number.”

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