CVS Pharmacy Updates Loyalty Program

CVS Pharmacy has made a change to its long-standing ExtraCare Rewards loyalty program and upgraded the CVS App.
Jamie Grill-Goodman
Editor in Chief
Jamie Grill-Goodman profile picture
a group of people walking in front of a store

CVS Pharmacy has made a change to its long-standing, free ExtraCare Rewards loyalty program and upgraded the CVS App.

The retail division of CVS Health announced the loyalty program is paying 2% back in ExtraBucks rewards moments after nearly every transaction, rather than being paid out on a quarterly basis.  

Beginning in July, the 2% back in ExtraBucksRewards will show up in the CVS App, on, and on digital and paper receipts, moments after a purchase. The program is also adding a new birthday benefit for its 74 million members. These are the first changes to the program's core 2% back benefit in its 20-year history.

Members can choose to use their rewards on their next visit or watch them add up and spend them later, within 90 days of each respective issuance. This change comes with an upgraded and easy-to-navigate CVS App experience, where members can view, track and send all of their earnings and personalized deals directly to their ExtraCare card.

To promote the changes, ExtraCare will offer special freebies exclusively in the CVS App starting in late June and throughout the month of July. ExtraCare members will find a new free gift each week in the app, ranging from better-for-you snacks and treats to health and beauty essentials.

ExtraCare members will also now have access to $3 in celebratory ExtraBucks Rewards during their birthday month that they can use toward the purchase of their own gift. Birthday rewards are available to ExtraCare members who've opted in by sharing their birthday information, and are delivered via the ExtraCare channels the member has opted into, including email, SMS text message and the CVS App.

"Our customers are at the heart of everything we do. We've evolved our ExtraCare program following an in-depth assessment that revealed what members love most about the program," said Michele Driscoll, VP customer engagement, loyalty and personalization, CVS Health. "They appreciate the value their membership provides, and they told us they want more flexibility in how they access and use their rewards."

Members are encouraged to download the CVS App for the optimal ExtraCare experience and can also choose to receive coupon reminders and special offers via ExtraCare SMS text messages, including surprise deals tailored to their interests.

Over the past year, the app has seen double-digit increases in downloads, and coupons sent to users' ExtraCare cards from the app have more than doubled. The Rewards Tracker allows customers to view progress toward earned rewards from ExtraCare, the opt-in ExtraCare BeautyClub and ExtraCare Pharmacy & Health Rewardsprograms, and from CarePass, CVS Pharmacy's paid membership program.

Enhancements to the ExtraCare BeautyClub program will be announced later this summer.