RiteAid In New Year's Loyalty Push

In an effort to woo more customers into its loyalty program, RiteAid is making a big New Year’s splash: “Happy You Year” is rewarding customers for every $50 spent through Jan. 24.

The Camp Hill, Penn.-based retailer is asking members of its wellness+ loyalty program to shop for one of 16,000 items marked with the red "Buy & Earn" symbol, and once their purchases exceed $50 of qualifying products, they will receive a Unique Reward Code, reaching reward thresholds of $50, $100, $150, $200 and $250. They can then redeem the codes individually or in combination to max out their rewards, which include a night out with the family, fitness classes, hotel stays, free rounds of mini-golf and even spa treatments.

"We wanted to offer something special to our most loyal customers — wellness+ members — as we enter the New Year, as a way to thank them for their business," says John Learish, SVP of marketing. 



Loyalty programs are an increasingly important part of drug retailers’ marketing strategy. CVS, for example, runs the largest retail loyalty program in the U.S. And while Walgreens was late to the game, launching its Balance Rewards in 2012, it has made a big push toward mobile use, combining the loyalty program with health monitoring components.

Separately, at a special meeting, Walgreens shareholders approved all proposals related to its acquisition of the remaining 55% of Alliance Boots, and a new organization for holding company structure. Already the largest drugstore in the U.S., it now becomes a wholly owned subsidiary of Walgreens Boots Alliance, Inc., and the first global pharmacy-led, health and well being enterprise.

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