Targeting diabetes with loyalty cards

One of the highlights for Rite Aid’s business has been Wellness+, its loyalty card program that has played a major role in driving growth in the company’s comps, as well as attracting new and more loyal customers.


In September, the company launched the first major expansion of the program, Wellness+ for Diabetes. Designed to address an epidemic affecting more than 26 million Americans, Wellness+ for Diabetes offers resources and savings for people living with the diabetes. A partnership with WebMD allows customers to have exclusive online access to a special Rite Aid-sponsored section of the website’s “Diabetes Head2toe” online lifestyle management tools, including a personal diabetes work plan that features a daily glucose tracker and weekly workout log. Customers enrolled in the program also will have access to special Wellness+ rewards.