CVS Caremark Corp. this week rolled out interactive prescription, health information and savings tools on its CVS/pharmacy web site and launched a microsite geared for users of mobile devices.

Chief marketing officer Helena Foulkes said the new interactive features, which include a customer savings portal and virtual gift cards, are aimed at enhancing the retailer's shopping experience, both in stores and online.

WOONSOCKET, R.I. — CVS Caremark Corp. has rolled out interactive prescription, health information and savings tools on its CVS/pharmacy web site and launched a microsite for mobile devices.

Dubbed CVS.com Mobile, the service — accessed online at m.cvs.com — is designed to give customers a secure, on-the-go pharmacy resource for finding store locations; refilling, transferring and managing prescriptions; and viewing prescription history and other health information, according to the drug store chain.

By entering a ZIP code, customers can locate the closest CVS/pharmacy, complete with maps and driving directions. The new mobile site also features a Drug Information Center that provides speedy access to critical details about medication management, including instructions for use, dosing information, side effects and relevant safety warnings.

“The new CVS.com Mobile site is a helpful resource for customers who rely on real-time access to their medication history, drug information or simply need help with driving directions or a phone number to a nearby CVS/pharmacy or MinuteClinic,” Helena Foulkes, CVS Caremark chief marketing officer, said in a statement.

On CVS.com, the retailer also has introduced Savings Central, which offers information about health care savings with other deals and discounts in one location. Tabbed pages detail pharmacy savings, deals in the weekly circular, in-store coupons, and online-only sales and specials.

In addition, a new virtual gift card feature on CVS.com lets customers build personalized gift cards featuring their own design schemes and messages. They also can upload a photo or an image to use in designing their gift card.

"Savings Central provides users with a one-stop online destination for information on health care savings, deals and discounts," Foulkes commented. "These new features, along with the addition of Virtual Gift Cards, are examples of how we are continuing to enhance the customer experience, both in-store and online."

This summer, CVS.com was named as one of the top 25 most-trafficked retail web sites by online marketing firm Compete.