Through a special arrangement, presented here for discussion is a summary of a current article from the Retail TouchPoints website.
Walgreens has managed to leverage its mobile app to encourage usage from a generation that is elusive for many retailers: the 55-and-up crowd.
More than 20 percent of the pharmacy’s app users are age 55 and older, more than twice the industry average. As mobile commerce and mobile app usage continue to grow, brands need to design the experience for older consumers that may not be as savvy with the technology.
“The big goal for us is always about removing friction,” said Benjamin Weiss, mobile product manager at Walgreens, in an interview with Retail TouchPoints. “Mobile experiences are often a little harder than they should be.
For example, when the Walgreens mobile development team creates “tap targets” within the app, they make sure to widen the sensitivity area for each button so that users can still tap through even if their clicking isn’t precise.
The brand has built in various feature enhancements designed to better meet the needs and interests of these users, including:
- Support of TouchID and secure auto-login, addressing a key obstacle for users who struggle to remember or locate user credentials — a greater challenge for less frequent users of such apps;
- Simplified menus, also welcomed by infrequent mobile app users unfamiliar with conventions that become familiar with use;
- A Pill Reminder feature designed to help older adults and seniors who are more likely to have multiple daily dosages to manage;
- Support for smartphones that offer font size options for apps
- Balance Rewards for healthy choices that gives users shopper loyalty points if they use the app to track walking, cycling, weight management, blood pressure, etc.
Pill Reminder and Refill by Scan are two app features particularly used by those 55 and older.
Mr. Weiss said although brand consistency is important in creating apps, Walgreens focuses more on platform consistency to make sure the patterns and conventions, buttons and styles are intrinsic to iOS and Android. He said, “When the consumer comes to your app, you don’t want them to relearn … you want them to use what’s already familiar.”