Coalition Loyalty Program Brings Additional Benefits to wellness+ Members
Camp Hill, Pa., 2015-5-19 — /EPR Retail News/ — Rite Aid Corporation (NYSE: RAD) has launched a new integrated marketing campaign in support of wellness+ with Plenti. As a part of Plenti, the nation’s first coalition loyalty program, Rite Aid now offers its nearly 25 million active wellness+ members even more ways to earn and enjoy savings on top of the existing wellness+ benefits they currently receive.
The campaign, created by Rite Aid’s long-time agency partner MARC USA, shows how consumers can benefit from Rite Aid joining forces with their other favorite brands. The campaign is designed to reach not only Rite Aid customers but also customers of other Plenti partners including AT&T, Exxon, Macy’s, Mobil, Nationwide, Direct Energy, Enterprise Rent-A-Car and Hulu.
Rite Aid’s Senior Vice President of Marketing John Learish explains, “Customer loyalty is such a critical business driver today. Wellness+ is already one of the most robust retail loyalty programs, so it was such a natural fit for Rite Aid to join Plenti and take our program to the next level. Since there has never been anything like this before in the United States, the goal of our campaign is to help shoppers understand the power of Plenti. We also want to make sure Rite Aid customers know that in addition to earning Plenti points, which can be used for at least two years for savings at Rite Aid and certain Plenti partners, all the great benefits of wellness+ remain – including the ability to earn 20% off almost the entire store for a year.”
The new campaign features a 30-second TV spot that brings the coalition experience to life as it shows how wellness+ with Plenti works. It follows a shopper eagerly offering to buy a cold remedy for her sick husband. Along the way, she visits several Plenti partners for things she wants and needs, including Macy’s for jeans, AT&T for headphones and Exxon/Mobil for fuel, before she arrives at Rite Aid – where she ultimately gets the cold medicine free with the Plenti points she has already earned.
MARC USA’s Chief Creative Officer Bryan Hadlock explains that the TV spot was shot on site at Rite Aid as well as at other Plenti partners. Hadlock adds, “It’s quite unusual for a retail spot for one brand to feature other brands this way. It’s proof of the tremendous collaboration and coordination within the Plenti coalition and really demonstrates the ease and simplicity of the customer experience. It’s a real win-win for consumers and retailers participating in the Plenti coalition.”
The campaign media strategy includes extensive support nationwide and an additional overlay in Rite Aid’s key markets. Besides the TV spot running on major cable networks, there are two 30-second spots running on network radio, as well as direct mail, in-store signage, circular and multi-platform digital activation with six online videos, email, search, display, pre-roll and social media strategies.
Learish continued, “We’ve built such strong brand loyalty through wellness+ and wellness65+ with more than three-fourths of our sales today associated with a wellness+ card. We see wellness+ with Plenti as a way to give even more value to our loyal members and also introduce new shoppers to Rite Aid. Wellness+ with Plenti works seamlessly across all the ways people want to shop Rite Aid, including Riteaid.com – where customers can also earn and use Plenti points.”
Rite Aid Corporation is one of the nation’s leading drugstore chains with nearly 4,600 stores in 31 states and the District of Columbia and fiscal 2015 annual revenues of $26.5 billion. Information about Rite Aid, including corporate background and press releases, is available through the company’s website at www.riteaid.com.
Plenti is a U.S. coalition loyalty program comprised of widely known companies, which includes: American Express, AT&T, ExxonMobil, Macy’s, Nationwide, Rite Aid, Direct Energy, Enterprise Rent-A-Car and Hulu. Plenti is designed to offer consumer’s greater choice and savings potential through a multi-category rewards platform. To receive more information, please visit: www.plenti.com or connect us on Facebook.com/PlentiRewards, Twitter.com/PlentiRewards, Instagram.com/PlentiRewards and YouTube.com/PlentiRewards.
Note: View TV spot here.
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Media: Ashley Flower 717-975-5718