Rite Aid launches loyalty program for seniors

Camp Hill, Pa. -- Rite Aid is launching a loyalty program for consumers 65 and up. The new program is the latest extension of the chain’s customer loyalty program wellness+.

The integrated campaign for Wellness65+ features seniors actively engaged in activities like swimming laps, riding a roller coaster or having a water fight with grandchildren. It also promotes such program offerings as personalized pharmacist consultations, 20% off the first Wednesday of each month for seniors and the ability to earn one point for every dollar they spend 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).

"Amid new healthcare legislation and the growing array of options, heath care can be more confusing than ever," said Rite Aid senior VP marketing John Learish. "A key goal of Wellness65+ is to create ongoing dialogue between Rite Aid pharmacists and their patients to better help them reach their wellness goals. Wellness65+ provides seniors, one of our most important consumer bases, with products and services specifically targeted to meet their needs."

Wellness65+ will be supported by direct and digital channels, including social media. A cross-country mobile tour will visit more than 30 Rite Aid markets between now and March 2014, with partnerships in each city between Rite Aid and local organizations to host special community wellness events for seniors and their families. These will include free health screenings, pharmacist consultations and local experts on fitness, finance, legal and technology issues.