Americans can get their vaccines from pharmacies like CVS and Walgreens, but as millions of customers book their appointments they’ll also be sharing their data so that these retailers can ‘keep in touch’ and promote their stores and services.
According to the New York Times, CVS Walgreens and Walmart are enrolling customers in patient systems and requiring them to register for customer profiles.
The perk of such data allows these chains to use the information to promote their stores and services, which includes coupons and promotions, and tailor marketing.
Americans can get their vaccines from pharmacies like CVS and Walgreens, but as millions of customers book their appointments they’ll also be sharing their data so that these retailers can ‘keep in touch’
The companies have also said they want to keep in touch with consumers.
‘Every one of these customers is coming through our digital front end, so we have their email, we have their text message, and we have the ability to communicate with them regularly,’ Jonathan Roberts, CVS chief operating officer, told the Times.
CVS has plans to stay in touch with customers who receive the vaccine even after they get their second shot in a bid to better market to them.
According to the Times, about eight million people who received COVID-19 tests from CVS hadn’t filled a prescription in the previous year, which opens the door for the company to market to and bring in new customers.
CVS is also offering shopping passes and health education at its on-site clinics.
The company is also encouraging vaccine recipients to sign up for its loyalty program while they wait, but the program is not a requirement to sign up for the vaccine.
Walmart and Walgreens require customers to set up online patient profiles.
According to the Times, after customers create profiles for Walgreens, they get marketing emails and agree to let Walgreens ‘automatically collect information about you and your use of the Services, including without limitation, your real-time location, MAC address, and IP address’.
A Walgreens spokeswoman told the newspaper that the data ‘helps us better understand our customers, meet changing needs and continue to enhance and deliver the tailored solutions that we have been known for throughout the pandemic’.
None of the companies are using medical data for marketing purposes, which would be prohibited by the Health Insurance Portability and Accountability Act (HIPPA).
Other retailers are finding different ways to boost sales by using vaccinations.
Kroger has used samples and goody bags at vaccination events.
The company said it’s also thinking about ways to work with brands to offer products for COVID-19 vaccines.
Kroger officials also said they are seeing opportunities to promote using food as medicine.
CVS is also offering shopping passes and health education at its on-site clinics. The company is also encouraging vaccine recipients to sign up for its loyalty program while they wait, but the program is not a requirement to sign up for the vaccine
