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Like many brands, Target has created mobile applications designed to support customers shopping the entire store or carrying out tasks specific to its different departments. For the pharmacy, you must download the CVS pharmacy app. To avoid any confusion, we call this channel “CVS mobile app” while also including “Target mobile app” to inventory the bridge touchpoint. (As with Target.com, the main Target mobile app just simply points you to CVS.)

It’s easy to click through and see that many of the same touchpoints that are available on the website exist on mobile as well. As you click through, you will find that some touchpoints offer the same types of interactions as the website but others work differently based on the affordances of that channel. Refilling a prescription, for example, can be done by using your mobile’s camera to take a picture of the label or by typing in the Rx number, similar to the website (see Figure 2.11).

FIGURE 2.11 Refilling a prescription via mobile.

When doing your inventory, this is something specifically to look out for: How do touchpoints intended to meet the same customer need differ by channel? Doing so not only helps you understand if there are opportunities to meet needs in more channels, but also informs you of better ways to balance consistency and uniqueness across channels.