In episode 309 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Michele Driscoll, vice president of customer engagement, loyalty and personalization at CVS. Driscoll discusses recent updates to the CVS ExtraCare rewards program, how extensive customer research and feedback factored into changes made to the loyalty program, and how the retailer collected this data. She shares how CVS shoppers are utilizing its mobile app to engage with its loyalty program, why she believes these new loyalty offerings can help differentiate the retailer, and the program's emphasis on a seamless, omnichannel customer experience.

In addition, Driscoll discusses how evolving consumer expectations impacted the new ExtraCare offerings, why CVS focused on rolling out digital tools to offer customers more choices, and the metrics the pharmacy chain is tracking to measure the success of its updated loyalty program.

Michele Driscoll is a member of the CVS Pharmacy front store leadership team responsible for CVS Pharmacy business strategy and customer experience across two key customer engagement platforms: the ExtraCare® savings and rewards program and weekly circular promotions. Prior to her current role, she was vice president, retail growth, leading the CVS Pharmacy growth initiative portfolio and serving as a member of the Retail executive leadership team.

Michele joined CVS Health in 2003, and has held a number of leadership positions within our Retail front store business. Prior to CVS, she worked in the retail strategy and operations practice of Deloitte Consulting. Michele received her B.A. from Williams College and her M.B.A. from the Fuqua School at Duke University. She and her husband Terence live in Massachusetts and have two children, Caitlin and Patrick.