CVS.com redesigned its site in June to be more intuitive, sleek and easy-to-use. For instance, when a shopper logs in to the site he’s presented a custom view of the site with personalized offers, prescription reminders, information about available ExtraCare loyalty rewards promotions and a log of recent shopping activity. That’s leading to more engagement with the site, says Dustin Humphreys, general manager of CVS.com. “More customers are using the resources available to them to manage and refill their prescriptions,” Humphreys says. Shoppers can also browse flash sales or check drug information using tab navigation on the home page. Since the revamped site launched, the retailer’s traffic and sales have risen sharply, including a 55% jump in its online sales of cosmetics.
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