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Rite Aid revamps website


CAMP HILL, Pa. — Rite Aid has redesigned its website to provide customers with easier access to online pharmacy services and health and wellness information.

"Today's customer expects more from their online experience than ever before, so it's critical that our website not only meets but exceeds their expectations," Rite Aid COO Ken Martindale said. "More than just a new look and feel, the new reinforces our brand commitment to the health and wellness of our customers. Designed with them in mind, offers a friendly and highly personal experience, whether customers are managing their Wellness+ account, shopping our online store or managing their prescriptions."

The company worked with Razorfish Healthware on the site redesign. Any part of the website is now accessible in three or fewer clicks, and important areas like the pharmacy, Wellness+ and the online store are displayed in the header, while drop-down menus offer convenient access to information and services. Features include a new Wellness+ dashboard, which offers data-driven, real-time member status, savings summaries, integration with a member's pharmacy profile, targeted offers, product recommendations, "portlet" programs for wellness rewards and Load2Card coupons and +UP Rewards. The site also includes simplified navigation in its e-commerce section, with improved product photography, color-coded product categories and greater emphasis on new items.

"Our internal research showed that 80% of visitors to also visited a Rite Aid store, meaning the online experience we provide is a key driver of our in-store business," Martindale said. "By creating a website that is easy, informative and engaging, we're not only elevating the online experience; we're setting a solid foundation for growth of our in-store business too."

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