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08/03/2021

Rite Aid to revamp price, promotion and loyalty programs

Marianne Wilson
Editor-in-Chief
Marianne Wilson profile picture

Rite Aid has launched a comprehensive initiative to enhance its customer experience.  

The pharmacy retailer is partnering with customer data science company dunnhumby to revamp its price, promotion and loyalty programs. Rite Aid and dunnhumby are utilizing customer data models and consumer-led insights to optimize these investments to improve customer value perception digitally and at more than 2,500 stores in 17 states. 

As part of the initiative, Rite Aid’s loyalty program will be completely reimagined to deliver improved value for customers.

“Enhancing the customer experience is key to our RxEvolution strategy and to meeting our growth-target consumers’ needs,” said Erik Keptner, chief marketing and merchandising officer, Rite Aid. “Our goal is to improve our value proposition with prices, promotions and a loyalty program that are meaningful and relevant to them.”

Keptner said that Rite Aid chose dunnhumby after an extensive process to review potential partners for the initiative.

“We chose dunnhumby because of the company’s proven experience in helping to improve value perception,” he added. “The dunnhumby team’s expert data-science capabilities and customer-first orientation ensure a natural fit with Rite Aid.”

Dunnhumby said its customer-led approach brings the human dimension to merchandising, and will help Rite Aid and its vendors deliver improved value for customers.

“Rite Aid has a storied history of providing health products and services, and we’re excited to help the company enhance its pricing, promotions and loyalty program,” said Grant Steadman, president of North America at dunnhumby. “We believe these are key areas for retail pharmacies to get right in order to meet and anticipate customers’ evolving needs.”