Rite Aid's Wellness+ loyalty program wins 2011 LEADER Award

CAMP HILL, Pa. — Rite Aid's customer loyalty card program has received recognition from a trade organization that focuses on marketing practices that use technology, Rite Aid said Friday.

The retail pharmacy chain announced that it received the 2011 LEADER Award in the loyalty category from the Shopper Technology Institute for its Wellness+ program. The institute presents the LEADER Awards for Excellence, sponsored by IBM, at its LEAD Marketing Conference. The award's name is an acronym for loyalty, engagement analytics and digital applications.

"From day one, we've been extremely proud of Wellness+ and the innovative way it combines shopping discounts with health and wellness benefits," Rite Aid VP marketing Craig Riner said. "To be recognized by our retail peers with a 2011 LEADER Award is welcome affirmation of what our 44 million members have resoundingly told the world — that the value of Wellness+ is significant."

The program was launched throughout the chain in April 2010, and since then has been expanded to include Wellness+ for Diabetes, which the company introduced last month. At the time of its launch, it was billed as the retail pharmacy industry's first and only customer loyalty program to provide health-and-wellness benefits as well as shopping discounts and special prices. The Zocalo Group Recommendation Index also named it the top-ranked and most-recommended loyalty program in the country.