Rite Aid launches new digitally-focused rewards program

Dan Berthiaume
Senior Editor, Technology
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Rite Aid is introducing Rite Aid Rewards.

Rite Aid Corp. is offering new ways for customers to earn savings via a revamped customer loyalty initiative.

The retail pharmacy chain is introducing Rite Aid Rewards, a new customer loyalty program. The digital-first initiative, which replaces the previous Rite Aid wellness+ Rewards loyalty program, enables members to earn points through everyday purchases, prescription pickups, personalized challenges, and special members-only promotions.

Customers are able to track and convert points into Rite Aid Rewards BonusCash through their digital accounts on the e-commerce site or the Rite Aid app. For every $1 spent, members earn 10 points, subject to certain limitations.

With 1,000 points, members can convert their points into $2 Rite Aid Rewards BonusCash for redemption at checkout. Members can also let their points accumulate and convert later for more BonusCash to use for eligible purchases of in-store and online products, as well as prescription pickup.

Other Rite Aid Rewards program offerings include:

  • Earn points; points are redeemable for Rite Aid Rewards BonusCash.
  • Members-only pricing and promotions, including instant BonusCash deals and personalized offers.
  • Opportunities to earn more points through shopping challenges designed for each customer’s specific product preferences. Starting March 1, 2021, program members can earn up to 15,000 points in personalized challenges on products they already buy.

Rite Aid Rewards continues some of the retailer’s former wellness+ Rewards loyalty program’s features. These include members-only pricing and instant BonusCash promotions for eligible products. In addition, Rite Aid Rewards 65+ (formerly wellness65+) remains a special perk for participating seniors. Seniors can now earn 5X points on the first Wednesday of every month.

Current wellness+ customers will be automatically enrolled in Rite Aid Rewards. Current points balances were zeroed out with the termination of the wellness+ program on Feb. 26, 2022. Any BonusCash in a customer’s account will remain in their Rite Aid Rewards account with the issued expiration intact. Additionally, current wellness65+ members are automatically enrolled as Rite Aid Rewards 65+ members.

In August 2021, Rite Aid announced it was working with customer data science company dunnhumby to revamp its price, promotion and loyalty programs. Rite Aid and dunnhumby utilized customer data models and consumer-led insights to optimize those investments to improve customer value perception digitally and in-store. As part of this initiative, Rite Aid said its loyalty program would be completely reimagined to deliver improved value for customers.

“The Rite Aid Rewards program reflects our customers’ desire for a simpler program with more ways to earn and save,” said Erik Keptner, Rite Aid chief marketing and merchandising officer. “We moved from a tiered program to a points-based program that allows more customers to earn rewards. And as a digital-first program, customer preferences will guide personalized offers and challenges, providing them with engaging experiences online or in the app.”

Rite Aid Rewards points cannot be earned or used at Bartell Drugs pharmacies at this time. Other restrictions may apply. More information about Rite Aid Rewards can be found at

Rite Aid operates over 2,450 retail pharmacy locations across 17 states.