CVS will deliver rewards to loyalty members as they are earned
Members of the CVS Pharmacy ExtraCare Rewards loyalty program will soon no longer have to wait for quarterly earnings payments.
Beginning in July 2021, the drugstore giant will pay 2% in its “ExtraBucks” rewards moments after nearly every transaction, rather than being paid out on a quarterly basis. Rewards will show up in the CVS app, on CVS.com, and on digital and paper receipts, moments after a purchase.
The ExtraCare program is also adding a new birthday benefit for its 74 million members. These are the first changes to the program’s core 2% back benefit in its 20-year history.
Members can choose to use their rewards on their next visit or let them add up and spend them later, within 90 days of each respective issuance. This change comes with an upgraded CVS app experience, where members can view, track and send all of their earnings and personalized deals directly to their ExtraCare card.
ExtraCare members will also now have access to $3 in celebratory ExtraBucks Rewards during their birthday month. Birthday rewards are available to ExtraCare members who have opted in by sharing their birthday information, and are delivered via the ExtraCare channels the member has opted into, including email, SMS text message and the CVS app.
The CVS app also provides optional coupon reminders and special offers via ExtraCare SMS text messages, including surprise deals tailored to individual customer interests. A mobile rewards tracker enables customers to view progress toward earned rewards from ExtraCare, the opt-in ExtraCare BeautyClub and Pharmacy & Health Rewards programs, and the paid CarePass membership program. Enhancements to the ExtraCare BeautyClub program are planned for later this summer.
To promote these program changes, ExtraCare will offer special freebies exclusively in the CVS app starting in late June and throughout the month of July. ExtraCare members will find a new free gift each week in the app.
“Our customers are at the heart of everything we do. We’ve evolved our ExtraCare program following an in-depth assessment that revealed what members love most about the program,” said Michele Driscoll, VP customer engagement, loyalty and personalization, CVS Health. “They appreciate the value their membership provides, and they told us they want more flexibility in how they access and use their rewards.”
CVS Pharmacy operates nearly 10,000 locations across the U.S., including over 1,700 pharmacies inside of Target and Schnucks grocery stores.