CVS Gives ExtraCare More Digital Options

CVS/pharmacy in January gave members of its ExtraCare loyalty program the option of loading rewards directly onto their cards.Cardholders who set up a digital account at CVS.com receive email notifications when their quarterly ExtraBucks rewards have arrived. In addition to being able to print rewards certificates at home or in stores at ExtraCare Coupon Center kiosks, members now can choose simply to load the rewards onto their cards. In stores, counter clings tout the "send to card" option as one of the top five reasons to sign up for emails, another being that new registrants receive a coupon for $4 off a $20 in-store purchase. (See Image at right.) The move is an expansion of the “send to card” option CVS introduced for email offers last August. (See “CVS Gives ExtraCare ...” in Related Articles.) It also follows hard on the heels of rival drugstore chain Rite Aid’s December introduction of a “Load2Card” program for online coupons. “CVS has learned how important it is to give our members a choice in how they shop and save with us," vice president of customer relationship management Melissa Studzinski said in a media release.To promote the new option, CVS staged a contest on Facebook in January asking ExtraCare members to show how they prefer to redeem rewards by submitting either "Print It" or "Send It" photos. Public voting helped determine the grand-prize winner, who received $2,000 in store gift cards. Weekly winners got $50 cards.A recent Facebook status update asking CVS fans to “like” the post if they recently sent ExtraBucks rewards directly to their cards garnered 1,361 responses. The promotion dovetailed with a new spot in CVS’ “Money Trashers” online video campaign. (See Related Articles.) The spot musically spells out the new digital and analog rewards options. (See video below.)

P2PI MEMBERS

JOIN P2PI

You May Also Like

Retail Radar: Amazon Uses AI for the Perfect Fit; Walmart+ Signups Can Add to their Wallets

PetSmart Updates Its Treats Rewards Program