Getting to Know: Rite Aid Vice President of Customer Loyalty Tom Trounce
Rite Aid’s ground-breaking wellness+ loyalty program was already one of the most successful customer loyalty programs in the industry when Tom Trounce joined the company as Vice President of Customer Loyalty in 2013.
Over the next few years, Tom significantly expanded the number and complexity of targeted marketing campaigns delivered by Rite Aid. In May 2015, he was able to further develop personalization with the launch of wellness+ with Plenti—Rite Aid’s recent enhancement to wellness+ that rewards members with Plenti points for making qualifying purchases at Rite Aid and other Plenti partners, including AT&T, Exxon and Mobil, Macy’s, Nationwide, Direct Energy, Enterprise Rent-A-Car and Hulu.
Plenti points can then be used for savings at certain Plenti partner locations, including Rite Aid, Macy’s and Exxon and Mobil, giving customers the unique opportunity to earn and use points toward savings across various brands and companies.
“Wellness+ with Plenti is an innovative loyalty program that leverages the power of a coalition of national brand partners to provide our customers with unique benefits and our supplier partners with tremendous opportunities to help Rite Aid expand our base of shared customers,” Tom said. “The program delivers several benefits but, in particular, the richer customer data it provides helps us deliver offers more accurately and gives us another point of differentiation to attract new customers. In addition, customers love collecting and spending points.”
Tom’s passion for building customer loyalty began while working for Dunnhumby, an international consumer science company headquartered in London, England. During his 10 years with Dunnhumby, he focused on developing customer strategies using loyalty data for clients located in the UK, USA, China and France, before leading similar efforts for Giant Food Stores, a division of Ahold USA, in Carlisle, Pa., in 2010.
Under Tom’s leadership, Rite Aid’s customer loyalty team has grown to include Melissa Foreman, manager of CRM planning; Bill Wrightstone, manager of CRM operations; Alicia Brooks, manager of CRM analytics; and Charles Delp, CRM analyst. “We have a great team of professionals who work collaboratively to get the best results,” he said.
Rite Aid Senior Vice President of Marketing John Learish considers Tom a great addition to the marketing department. “His vast experience and insights in retail CRM and passion for true customer-centric marketing have generated proven results in terms of incremental loyalty and profitable sales growth for Rite Aid and our supplier partners,” he said. “Tom’s disciplined method of leveraging insights to develop customer segments, and the rigorous discipline he applies to developing and measuring campaigns, has been a great recipe for success. We look forward to continued great results from Tom and his team as they deliver greater scale and develop even more cooperative CRM programs with our supplier partners.”
A native of London, England, Tom now makes his home in Carlisle Pa., with his wife, Stephanie and 9-month-old daughter, Penelope. In his free time, Tom helps his wife, a health coach, grow nutritional herbs and vegetables. “It seems that tractor repair takes up a lot of my spare time,” he jokes.
In addition to spending time with their daughter, the couple enjoy traveling—especially trips that involve scuba diving and snowboarding—and visiting Tom’s family in London whenever possible.