Customer Retention: Rite Aid Promotes Loyalty With Improvements to its wellness+ Program

Rite Aid has incorporated changes to its wellness+ loyalty program aimed to deliver even more value to its most loyal customers. This January Rite Aid debuted Load2Card, a coupon management program that enables wellness+ members to save, manage and redeem Rite Aid and manufacturer coupons available online via their wellness+ card. Members can load an average of more than $100 in savings directly to their wellness+ card. The coupon savings are automatically deducted from applicable purchases when a wellness+ card is scanned at checkout (paper coupons will continue to be accepted).

wellness+ was launched in April 2010 and boasts more than 44 million members, who earn points each time they shop at Rite Aid. One point is earned for every dollar spent on nonprescription purchases and 25 points are earned for every prescription filled.

“wellness+ has been a game changer for Rite Aid,” said Ken Martindale, Rite Aid’s COO, in a company press release. “As we grow the program, it’s important that we continue to enhance its value to members. Through innovative tools and exciting new wellness rewards, we’ll deliver more value than ever before to wellness+ members in the new year.”

Also beginning in January, there are now three tiers of savings and rewards wellness+ members can achieve. Adding to its gold and silver tiers, Rite Aid has created a bronze tier for members who reach 250 points in a year. Bronze tier members receive 10 percent off all Rite Aid-brand products every day as well as a one-time 10 percent off shopping pass for use in-store. The silver and gold tier point levels will remain at 500 and 1,000 points, respectively. Upon reaching 500 points, members receive 10 percent off all nonprescription purchases every day. Gold members receive 20 percent off all qualifying nonprescription purchases every day.

All wellness+ members receive everyday benefits, including +UP Rewards, which print at the bottom of a receipt and are redeemable like cash toward future qualifying purchases; members-only sale pricing throughout the store; and 24/7 access to a Rite Aid pharmacist via an 800 number.