Duane Reade, the largest drugstore chain in New York City, has released the first update to its app for iPhone including the integration of iBeacon for 10 select Duane Reade locations active as of May 1.

The company said in a press release the iBeacon integration adds features to the app such as lock screen notifications when initially approaching a select Duane Reade store location, coupon offers based on historical data and product reviews for timely content at the point-of-decision. iBeacon will initially be available at 10 Duane Reade stores in Manhattan to test the viability of a further rollout.

"The Duane Reade app plays an integral role in our omnichannel customer engagement strategy," Calvin Peters, PR/digital communications manager for Duane Reade parent company Walgreens, said in a press release. "Mobile interaction is at the core of our social media success as mobile and social are intrinsically linked; the addition of these new 2.0 features, as well as the integration of iBeacon technology, will continue to fuel our digital customer experience strategy, as we strive to push forward our 'New York Living Made Easy' mantra. It is incredibly important for Duane Reade to be where our customers are, including on their smart mobile devices. This update aligns with our goal to provide them with tools, programs and category specific consumer-generated media that offer relevant convenience, including trusted product and service insights."

Through the app's in-store mode, Duane Reade said, customers will have quick access to their individual Balance Rewards loyalty program barcode, paperless coupons scorecard indicating the specific number clipped and the savings associated with each, a floor map displaying a bird's eye view of the store location, product locator for item search and location plotting of the item via the in-store map. Scanner options allow for instant product scans revealing detailed item information, mobile coupon clipping for immediate redemption at POS, facilitating a seamless value-added experience via Balance Rewards and instant Instagram 4X4 prints directly to a Duane Reade location.