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08/04/2021

Rite Aid Reimagining Its Loyalty Program

Jamie Grill-Goodman
Senior Editor
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Rite Aid is completely reimaging its loyalty program to deliver improved value for customers.

The drugstore retailer is working with dunnhumby to revamp its price, promotion and loyalty programs, utilizing customer data models and consumer-led insights to improve customer value perception digitally at more than 2,500 stores in 17 states.

“Enhancing the customer experience is key to our RxEvolution strategy and to meeting our growth-target consumers’ needs,” said Erik Keptner, chief marketing and merchandising officer. “Our goal is to improve our value proposition with prices, promotions and a loyalty program that are meaningful and relevant to them. After an extensive process to review potential partners for this initiative, we chose dunnhumby because of the company’s proven experience in helping to improve value perception. The dunnhumby team’s expert data-science capabilities and customer-first orientation ensure a natural fit with Rite Aid. We look forward to working with dunnhumby to revamp these programs and help our customers get beyond healthy to thriving.”

“Rite Aid has a storied history of providing health products and services, and we’re excited to help the company enhance its pricing, promotions and loyalty program,” said Grant Steadman, president of North America at dunnhumby. “We believe these are key areas for retail pharmacies to get right in order to meet and anticipate customers’ evolving needs.”