Rite Aid opens customer base to digital advertisers

Dan Berthiaume
Senior Editor, Technology
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Rite Aid is the latest retailer to enable suppliers to directly target its customers with digital ads.

The drugstore retailer is partnering with digital promotions, media and analytics company Quotient to exclusively connect brands and advertisers to Rite Aid digital customers. Through this partnership, Rite Aid will launch Rite Aid Performance Media. Rite Aid is following in the steps of rival drugstore chain CVS’ recently launched CVS Media Exchange, as well as platforms offered by Walmart and Kroger.

Rite Aid Performance Media will enable advertisers to execute targeted, digital media campaigns to Rite Aid customers, with the goal of driving in-store and online conversion. Additionally, Rite Aid will use the Quotient Retailer iQ digital coupon platform to deliver incremental savings and rewards directly to consumers. Campaigns will go live in October 2020, and the retailer expects the partnership to drive incremental sales and generate a new alternative revenue stream.

As a result, brand marketers will have the opportunity to reach targeted audiences of Rite Aid customers across Rite Aid-owned and operated digital properties, social media platforms, offsite programmatic display, and digital out-of-home channels. The platform will offer closed-loop measurement and fully transparent performance across their marketing campaigns.

“This partnership enables Rite Aid and its brand partners to connect with our shared consumers via highly curated content, delivered through the right channels of communication at the right moments,” said Erik Keptner, chief marketing and merchandising officer, Rite Aid. “We know that our customers are hungry for relevant and personalized content. This partnership with Quotient is a win-win-win for our customers, our brand partners and Rite Aid.”

“We are incredibly excited to partner with Rite Aid as the company builds upon its digital offering to add further value to both brands and consumers,” said Steven Boal, CEO and founder, Quotient. “Delivering consumer value is at the core of Quotient’s mission, and we are pleased to increase this by using our best-in-class technology to deliver targeted content and savings at one of the nation’s most prominent drugstore chains – and at a time when it is more important than ever.”

Rite Aid Corp. operates over 2,400 retail pharmacy locations across 18 states.