For the past five years, Rite Aid offered an anniversary campaign targeting its loyalty program members with exclusive coupons/discounts in January and February.
This year, Rite Aid relaunched the campaign as Happy You Year Rewards campaign for customers enrolled in its wellness+ loyalty program.
When wellness+ customers reach spend thresholds of $50, $100, $150, $200, and $250 on participating products, they accrue credits redeemable against a host of high-value lifestyle rewards.
Customers can redeem reward experiences including free personal training and fitness lessons, music downloads and movie streaming, beauty treatments, resort stays, virtual personal assistants, and more. The promotion is valid at Rite Aid stores nationwide and at riteaid.com, and will run through Jan. 24, 2015, but customers have until Feb. 25 to redeem rewards.
“Consumers want more than discounts and millennials are much more demanding,” Mike Scalera, CEO of TRCo Marketing, which helped Rite Aid relaunch the campaign, told Loyalty360. “We have five levels in the Rite Aid Happy You Year Rewards campaign that offer different travel/leisure/lifestyle experience rewards.” Scalera explained that TRCo focuses on providing rewards in the travel/leisure/lifestyle segment because those are experiences people have a passion for and build memories around. “We build strong emotional connections between consumers and brands in these instances.”
Rite Aid and TRCo Marketing aligned incentives to each of the five tiers according to the value of each experience; customers who spend $50 can redeem for a day-out pass, fitness experience, or movie streaming for one year, while those who spend $250 can redeem for resort stays or camping experiences.
There are more than 16,000 participating products, ranging from baby care to beauty, that can be purchased for reward points. “A lot of the rewards are about health, being active, and not sitting on your couch eating snacks,” Scalera said. The full list can be found at www.riteaidrewardrequest.com/YouYear/Products.
The redemption process has been streamlined by Rite Aid and TRCo Marketing by printing unique codes on purchase receipts totaling $50 or more. Customers use these codes to register on the promotional website at www.riteaid.com/youyear for the campaign where they can select rewards to redeem with their points. TRCo has dedicated concierge agents available by phone to process redemptions and field any issues.