How Rite Aid attracted seniors with its loyalty program

Rite Aid has signed up more than 930,000 seniors in its wellness65+ loyalty program, and Senior Vice President of Marketing John Learish said the success is partly due to the high quality of the rewards being offered. Wellness65+ offers free health screenings, points for prescription co-payments, and 20% off purchases on the first Wednesday of the month. "This customer is not going to risk disrupting their medication routine and the trust they have in their existing provider for a coupon," Learish said.

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