Rite Aid to launch loyalty program by mid-2010

CAMP HILL, Pa. Rite Aid is poised to launch its new loyalty program, called "wellness +," nationally by mid-2010 as the chain experiences initial positive results from its four-market test, launched in mid-October, chain executives reported during a conference call with analysts last week.

“While we’ve been in those markets for only about two months now, I’m pleased to report, our new tiered benefit customer rewards program is doing very well in test,” said Mary Sammons, Rite Aid chairman and CEO. “We expect to aggressively launch 'wellness +' nationally next year, and are excited about the potential it offers our business.”

In the week leading up to the conference call, almost half of all front-end sales in the four test markets were generated from customers using the "wellness +" card. “In the three markets were [prescriptions] are include [as part of] the program, 41% of scripts filled … week were for customers using the wellness+ card,” added John Standley, Rite Aid president and COO. “This level of customer usage is very impressive, given that we’re only eight weeks since the rollout, and shows good customer acceptance of the program. Besides building customer loyalty with our existing customers, 'wellness +' will provide its valuable customer data and help us attract new front-end and pharmacy customers.”

If you were to extrapolate initial participation across the entire Rite Aid base of stores, there would be 12 million participants within those eight weeks, noted Frank Vitrano, Rite Aid CFO and chief administrative officer, “so it’s really gotten off to a very solid start.”