Rite Aid Corporation has entered into a strategic partnership with Adobe to deliver personalized and connected health and wellness experiences to Rite Aid customers. Rite Aid will use the Adobe Experience Cloud, Adobe’s solution for experience creation, marketing, advertising, analytics, and commerce, to deliver these experiences. The Experience Cloud will enhance Rite Aid’s ability to offer more consistent, compelling, and continuous customer experiences across all customer touchpoints by connecting Rite Aid’s pharmacy, retail stores, and online customer journey.
The partnership will provide Rite Aid with real-time personalization, customer-journey analytics, content management, and advertising capabilities, enhancing the company’s digital solutions and marketing. Rite Aid will also work with Adobe to deploy its commerce capabilities in Adobe Experience Cloud. A team of Adobe industry specialists will provide strategic guidance and operational support throughout the partnership.
“Developing deeper relationships with our customers is a key focus for Rite Aid,” says John Standley, CEO, Rite Aid. “Establishing partnerships with best-in-class brands like Adobe is critical to Rite Aid’s digital transformation and ability to deliver on the changing needs of today’s customers. With Adobe’s Experience Cloud and their team of specialists, Rite Aid is well positioned to deliver an omnichannel shopping experience that is intuitive, personalized, and seamless, both online and in-store, and further connects our pharmacists to patients.”
Adobe Experience Cloud and Adobe Experience Platform process real-time data from multiple sources and organizes it in an actionable way, enabling the development of real-time customer profiles by using Adobe Sensei, the company’s AI and machine learning framework. Rite Aid will leverage these customer profiles and Adobe’s services to effectively engage customers, facilitate growth, and drive new customer acquisition and loyalty.
Justin Mennen, Senior Vice President and CIO of Rite Aid, says, “By utilizing Adobe Experience Cloud, Rite Aid will have access to deep customer insights, enabling the company to personalize the Rite Aid experience for millions of customers, while also creating more opportunities for our pharmacists to provide clinical services and value-based care. From medication reminders to customized promotional offers, Adobe Experience Cloud will enable Rite Aid to continue to be the trusted partner for our customers’ health and wellness needs.”
Matt Thompson, Executive Vice President of Worldwide Field Operations at Adobe, adds, “Becoming customer-obsessed across an entire organization is the basis for success in customer experience management or CXM. Rite Aid is starting to embark on a major digital transformation journey, and we are excited to be a partner in that process with our enterprise solutions and services.”

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