CVS Looks to 'Balance' Out ExtraCare Program

CVS/pharmacy has doubled up on the “free money” its ExtraCare loyalty cardholders can earn for the remainder of 2012.The drugstore chain on Sept. 16 introduced a “Double Quarterly ExtraBucks Rewards” promotion that lets cardholders sign up to receive 4% back on qualifying purchases through Dec. 15 instead of the program's standard 2%. The promotion started the same day that channel rival Walgreens officially launched its “Balance Rewards” loyalty program. (See “Walgreens Unveils …” in Related Articles.)ExtraCare members register at cvs.com/doublebucks or by using in-store Coupon Center kiosks to receive a sign-up form that can be scanned at checkout for automatic enrollment.The bonus rewards will be delivered beginning Jan. 1, 2013, via store receipts, Coupon Center kiosks or cvs.com, and will be redeemable with in-store or online purchases.Marketing for the program began on Aug. 31 with a Facebook status update hinting at a “new way for you to earn even more ExtraBucks Rewards.” The official announcement came via Facebook on Sept. 6, followed by multiple posts linking fans to the registration page and a YouTube video enlisting Supercouponing.com founder Jill Cataldo to explain the program. (See video below.)Circular features began with small interior ads on Sept. 9. In subsequent weeks, an exterior wrap invited consumers to “sign up today” at Coupon Centers or the microsite.Online display ads began appearing Sept. 10 on various websites such as golf.com and sportsillustrated.com. A 30-second national TV spot broke that same week. (See video below.)“With 15 years of leadership and innovation under our belt, we have learned what works when it comes to delivering personalized value to our customers,” chief marketing officer Rob Price said in a Sept. 17 media release. “Our ExtraCare members love earning and cashing in ExtraBucks Rewards. They think of it as ‘free CVS money.’”In other launch activity, CVS’ Twitter account (@CVS_Extra) hosted a “party” on Sept. 17 through a special hashtag.Meanwhile, stores are deploying floor clings as stepping stones that lead shoppers to the Coupon Center kiosks. The early P-O-P program also included checkout signs.CVS has continuously modified the ExtraCare platform since its 2001 launch through such additions as the Coupon Center, offshoots like the ExtraCare Beauty Club and ExtraCare Advantage for Diabetes programs, and digital upgrades including a “Send to Card” option for coupons. (See “CVS Gives …”) The program has roughly 70 million members.

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