Since launching Wellness65+ -- the first chain drug store loyalty program for those 65 and over – in mid-June, Rite Aid has already seen an impact on customer retention.
John Learish, Senior Vice President of Marketing for Rite Aid, told Loyalty 360 that with prescription and medical information becoming more portable and subsequent promotional tactics to incent transferring of prescriptions, “the once very sticky pharmacy business has seen a lot of customer churn.”
Learish said that was one of the primary reasons Rite Aid developed Wellness65+.
"Since the program’s inception, we have dramatically improved customer retention and proven the value of our best customers,” he said. “Wellness65+ is a true loyalty program in that it rewards customers incrementally as they increase their spending with us.”
Wellness65+ is based on the health and wellness offerings of wellness+ with tailored programs for seniors built on individualized solutions for helping them live healthier lives. Wellness65+ is designed to give seniors an enhanced experience that includes a special savings day for them the first Wednesday of every month - wellness65+ Wednesdays - as well as the opportunity to develop a deeper relationship with their trusted Rite Aid pharmacist. Members will be automatically eligible for an expanded pharmacist consultation to give them the extra support they need to maintain their health and wellness.
What’s more, the program promotes the distinctive offerings of Wellness65+ including the personalized pharmacist consultations, 20% off the first Wednesday of each month for seniors, and the ability to earn one point for every dollar spent on prescription co-pays, including those supported by government-funded programs up to a maximum of 25 points per prescription (except in New York and New Jersey).
“We think wellness65+ will give seniors a compelling reason to become loyal Rite Aid customers and take advantage of all of the services and benefits we have to offer,” Learish said. “It’s free to enroll for Rite Aid customers and non-customers, 65 and older, especially those with multiple health conditions, as they are a segment of the population that stands to benefit the most from the positive health outcomes a program like wellness65+ provides.”
Learish said Rite Aid conducts ongoing studies among its wellness+ members to gauge awareness, appeal, and satisfaction with the program, diagnose what elements are working best, and benchmark the program against those of competitors.
“We look at various demographic cells including seniors,” Learish said. “That feedback along with other studies we’ve done about our best pharmacy patients and known secondary data about trends among the boomer and senior demographic helped shaped the wellness65+ program extension.”
Through wellness65+, Learish said Rite Aid aims to attract, retain, and benefit the seniors who make Rite Aid their drug store of choice.
“It’s also a key growth opportunity for Rite Aid because seniors tend to be our best pharmacy patients,” he said. “By growing our senior patient base, we’re able to offer pharmacy services such as immunizations and medication therapy management services – to a segment of the population that stands to benefit the most from the positive health outcomes these services provide, further delivering on our commitment of improving the health and wellness of our customers and communities.”
Learish discussed Rite Aid’s customer loyalty philosophy.
“Since the launching of wellness+ in 2010, our loyalty program has differentiated itself from other loyalty programs because it uniquely combines health and wellness rewards with shopping discounts,” he explained. “The same is true with wellness+ for diabetes and wellness65+, extensions of our original program. We’re committed to not only setting, but raising the bar when it comes to building customer loyalty. All of Wellness+ programs play an important part of Rite Aid’s game plan. We continue to invest in and develop the programs to ensure we’re delivering a valuable rewards program to our most loyal customers.”