CVS Pharmacy is revolutionizing the shopping experience with a significant update to its mobile app. The new feature, currently being trialed in three stores, enables customers to access items on locked shelves using their phones, eliminating the need to wait for assistance from store employees. This innovation is part of a broader effort to simplify and speed up the process of picking up prescriptions.

The feature, which requires customers to be logged in, connected to the local store Wi-Fi, and have Bluetooth enabled, is expected to expand to around 15 stores soon and eventually reach national availability if the trial proves successful. This move is likely a response to customer frustration with locked cabinets, as expressed by Tilak Mandadi, executive vice president of ventures at CVS Health, who noted that "people really, really dislike locked cabinets."

CVS is not the only retailer exploring this concept. Walmart conducted a similar test last year, indicating a growing trend towards leveraging technology to enhance the shopping experience. By providing customers with the convenience of accessing secured merchandise without assistance, retailers can improve customer satisfaction and reduce wait times.

The updated CVS Health app, which has 14.1 million monthly active users, also boasts a range of AI-powered features. The app's search functionality is now "enhanced and AI-powered," and later this year, customers can expect a "new conversational AI chat experience" that will enable them to check medication refills, order status, and more.

In addition to the locked shelf feature, the app is designed to streamline the in-store prescription process. Customers will be able to generate a personalized barcode that pharmacists can scan for a faster checkout. Furthermore, those with health insurance provided by CVS-owned Aetna will be able to see the out-of-pocket cost upfront, reducing surprises at the checkout counter. The company is working with other insurers to provide similar pricing transparency in the coming months.

This update marks a significant step forward in CVS's efforts to leverage technology to improve the customer experience. As the retail landscape continues to evolve, it will be interesting to see how other retailers respond to the growing demand for convenience and streamlined shopping experiences.