Rite Aid Loyalty Program Taps Into 47M-Member Database
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In 20 months, Rite Aid's wellness+ loyalty program has shot to 47 million members, and these members are very active according to CEO John Standley. Building on that momentum, the retailer announced plans to further analyze the database and release new features to further increase customer satisfaction, including a recently launched coupon management tool.
"Our customer loyalty program, wellness+, continues to be an enormous success," says Standley. "We now have more than 47 million customers enrolled in the program, of which 74% used their card in the last 26 weeks and 54% use their card more than once in the last 26 weeks. Wellness+ members accounted for 70% of front end sales and 66% of script count" during the fiscal third quarter of 2012, explains Standley.
As consumers continue to increasingly utilize the program and Rite Aid accumulates more trends in usage data, the company "will further explore additional opportunities to build our relationship with our most loyal and active users, as well as better understand how they are engaging with out loyalty program," says Standley.
Rite Aid has already begun that process with the recent launch of the new Load2Card coupon management tool. The tool allows customers to download online coupons directly to their loyalty cards and have the amount automatically deducted when they present the card to purchase items. In addition, customers can choose rewards, including a membership to a fitness center, a magazine subscription or a customized health screening when they earn 500 points and achieve Silver tier status from using their loyalty cards.