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Rite Aid Launches Historic wellness+ with Plenti Coalition Loyalty Program

One of the most important initiatives in Rite Aid’s history was launched May 3 as customers were introduced to wellness+ with Plenti, a significant enhancement to the company’s ground-breaking wellness+ loyalty program that will allow it to deliver even greater value and opportunities to Rite Aid customers, shareholders and supplier partners.

Rite Aid's new wellness+ with Plenti program launched May 3.

Rite Aid’s new wellness+ with Plenti program launched May 3.

Through the free wellness+ with Plenti program, members will be able to use one card to earn two kinds of points. Customers can continue earning wellness+ points toward the benefits they currently enjoy, including discounts of up to 20 percent off storewide, exclusive sale pricing and 24/7 access to a Rite Aid pharmacist.

When the enhanced program launched on May 3, +UP Rewards were replaced with Plenti points, which customers can earn whenever they make qualifying purchases at Rite Aid and all other Plenti partners like Exxon and Mobil, Macy’s, AT&T, Nationwide, Direct Energy and Hulu.

Plenti points will offer the same savings as +UPs and provide even more value to customers since they can be used for savings at Rite Aid and certain other Plenti partners – including Exxon and Mobil and Macy’s.

Members can also earn Plenti points at other retailers and redeem them at Rite Aid, which represents a big opportunity to drive incremental sales. In addition, customers have at least two years to use the Plenti points they’ve earned.

“With the support of our valued supplier partners and the great work of our entire Rite Aid team, wellness+ has become the strongest and most rewarding customer loyalty offering in the drugstore industry,” said Rite Aid President and Chief Operating Officer Ken Martindale. “By working closely with American Express and other highly respected brands over the past few months, we’ve now taken this award-winning program to the next level.”

Plenti is the first U.S.-based coalition loyalty program with well-known brands where consumers can earn and use Plenti points for purchasing a wide range of products, regardless of the payment method consumers choose to use. The program is expected to include more brands in additional categories in the near future.

Plenti offers multiple ways for consumers to earn points, such as:

  • Earn Plenti points when buying a tank of fuel at a participating Exxon- or Mobil-branded service station and use the points for savings toward a pair of shoes at Macy’s or macys.com.
  • Earn Plenti points when signing up for qualifying wireless services at AT&T or just paying for eligible Nationwide auto or property insurance.
  • Earn Plenti points by taking advantage of special offers on a wide range of beauty, health and wellness and everyday items at Rite Aid.

wellness+ with Plenti creates a whole new set of rewards that are significantly more appealing and exciting for our lesser-engaged customers, and will drive incremental visits and spend from them in a way wellness+ was not able to do on its own,” according to Rite Aid Senior Vice President of Marketing John Learish. “We are excited about the potential for this new program structure to drive new customer acquisition from the less brand-loyal drugstore shoppers and from the loyal shoppers of our new loyalty partners.”

But the real value of this new coalition loyalty program lies in the incredible member data acquisition and sharing among the Plenti partners. To redeem all of the rewards that customers in this program can earn, they will be required to fully enroll online or via call center. This enrollment includes important profile data capture, which will become valuable marketing contact information to drive incredible scale for Rite Aid’s CRM efforts.

In addition to this rich profile data, Rite Aid also will be able to access—for the first time—data concerning the shopping behavior of our customers outside Rite Aid. Each time Plenti members shop at any of our partner locations, Rite Aid will leverage that data to develop and create more meaningful and effective targeted marketing campaigns that will further drive incremental sales and profits for the company and its supplier partners.

“We are confident that, with wellness+ with Plenti and the support of our supplier partners, we can continue Rite Aid’s positive growth trend for many years to come,” said Learish. “I thank all of our supplier partners in advance for their support of this tremendous opportunity.”