Let’s be honest: there are a lot of apps out there that may look jazzy, but are a bit of a letdown in the content department.

But that’s not a category in which we’d place the new Shoppers Drug Mart Everyday iPhone Application, which was released Jan. 6 on the Apple iTunes store. Given that Shopper’s is the kind of store its loyal customers visit often, the app’s features not only encourage that behaviour, but provide genuine assistance to customers.

Included in the app’s functionality are: mobile flyer viewing, a shopping list that allows users to add products from the flyer directly to their list, Optimum Points account management, prescription refill functionality, special promotions and offers and a store locator.

‘Our consumers have been asking for new ways to receive flyer information, check their points balance and refill prescriptions. We are pleased with initial positive feedback,’ company spokesperson Lisa Gibson tells MiC.

Shoppers is currently promoting the app internally to employees and through social media channels. This week, an email blast is slated to go out to Shoppers’ customer database and app promo will also be included in the retailer’s regular flyer.

Brand placement and promotional opportunities for Shoppers’ vendor partners are available as part of the Optimum program, Gibson confirms.

The iPhone app, a first in the mobile arena for the retailer, is offered as a free download. It was created by Shoppers’ in-house digital and new media department in partnership with Transcontinental.

App-etite is an ongoing MiC series dedicated to covering branded mobile applications. For an overview of branded apps in Canada, just type ‘App-etite‘ into MiC‘s search engine.