In addition to these efforts, the company gathers data — Driscoll emphasizes this must be done securely and confidentially — through its ExtraCare rewards program. This helps not only gather feedback, but to deliver a more personalized, digital-first health care experience. It can also help with decisions on future product assortments, services, and innovations, she adds.
Building Loyalty in an Increasingly-Digital World
Driscoll recognizes that consumers are more digitally engaged than ever. The brand has invested heavily in their digital presence in order to improve accessibility for patients, customers, and caregivers.
Much of this was driven by an immediate need to bolster digital offerings amid COVID-19.
“The pandemic has shown that consumers rely upon digital tools to manage their health in unprecedented ways,” says Driscoll. “We met that moment by providing services like easy and intuitive digital COVID-19 testing and vaccine scheduling, enabling virtual care, Omnichannel Pharmacy and more.”
The answer for retailers looking to build out their loyalty programs lies here: loyalty and digital experiences must now be intertwined, and personalization is key.
“For some this might come in the form of a text message reminder about a health product they regularly take, which they have a coupon for that might be close to expiring,” says Driscoll. “For others, we might make them aware of something new on our shelves that is relevant for them, based on past purchases and what we know about them, and offer them savings to try it out.”
The bottom line is that people want easy ways to save and an enjoyable shopping experience, she says. “Our digital solutions make it easier to save money, from easy access to coupons, to earning and tracking rewards through ExtraCare.”