Walgreen will introduce a new loyalty rewards program, Balance Rewards, in September.
Customers will be able to sign up for the program, which will enable them to earn rewards points not only through Walgreen’s online and in-store purchases, but also through participating in various wellness activities, including the drug retailers Walk With Walgreen’s program, said company spokesman Jim Graham.
The Deerfield, Ill.-based drugstore chain will also continue its other loyalty program, Register Rewards, which offers customers cash discounts on future purchases based on current purchases, including immunizations and prescriptions – unless barred by state law.
Graham said that the new program was a major expansion of the loyalty concept for Walgreen’s. “We were looking for good loyalty program for our customers, we wanted something that would distinguish our company. We wanted to improve service to our customers. We want to be their choice for health and daily living. It’s easy to sign up in the store or online (sign-ups will start on Sept. 2).”
Graham said that the awarding of points for wellness activity will be a distinguishing characteristic of the program, distinguishing it from competitors’ offerings.
“There will be thousands of ways that a customer can earn points,” Graham said. Many of the wellness activities, including Walk With Walgreens will use the honor system in enabling customers to record points-earnings activities. The company isn’t concerned about customers trying to falsify information, Graham said, because it would be too much effort for the potential reward.
“With 7,900 retail stores serving 6 million customers a day, we have the potential to have one of the largest rewards programs of any retailer in the country,” Graham added. Points will continue to accumulate, until redeemed, as long as a person shops at Walgreen’s (online or at a physical location) at least once every six months.
The program is the second major initiative the company has undertaken in the past year in an attempt to further boost customer loyalty. A year ago, the company announced the launch of its Nice! store-branded goods, most of which hit the shelves in 2012.
“Store brands have always been a core part of our business. With more shoppers seeking value in this economy, we’ve been able to attract new customers across every income level to our brands and maintain their loyalty with a focus on quality and assortment,” said Joe Magnacca, Walgreens president of daily living products and solutions when the Nice! brand was unveiled. “Now with the launch of Nice!, we are streamlining our offering to make it even easier for customers to identify high quality everyday essentials at a great value.”
Magnacca added: “We believe we will continue to build loyalty to our stores and our brands as shoppers find favorites on our shelves that will become staples in their everyday lives. We are confident that our more refined approach will provide a new level of simplicity and choice, which is the ultimate value objective for our core customer.”