Rite Aid’s new multi-channel marketing campaign to stop the flu aims at the heart of where most people actually get sick – at work

Multi-Channel Efforts Aimed at HR Directors Complement Consumer Campaign 

Camp Hill, Pa., 2015-9-28 — /EPR Retail News/ — Rite Aid’s new marketing campaign to stop the flu goes right to the heart of where most people actually get sick – at work. The campaign, created by Rite Aid’s long-time agency MARC USA, is built around the insight that it’s important to protect yourself from the flu because others around you don’t and that Rite Aid gives you more tools to protect yourself with flu shots in store and at the workplace.

In 15 and 30 second TV spots now airing, we watch as a sneezing, wheezing colleague blows out his birthday candles at an office celebration. Co-workers cringe as he tries to pass out pieces of cake. Even the lady in the “I love cake” t-shirt runs in fear as a super reminds us that 63% of co-workers don’t get a flu shot (according to a 2014 CDC study*).

The message is echoed in radio, print, digital and in-store assets with calls to action like: “Get your flu shot – 65% say they would fly with the flu” and “Get your flu shot – 33% don’t wash their hands after sneezing.” Worse yet, at least one in four will come to work sick. So, the only way to be protected is to get a flu shot.

It’s a message that resonates strongly with those in the workplace charged with protecting employee health and wellness as well as productivity. Rite Aid SVP of Marketing John Learish reports that the number of the flu shots Rite Aid administered last year at onsite workplace clinics grew significantly. “We believe there’s great opportunity to continue to grow this service, and we’re making it easier than ever for employee benefits managers and HR staff to set up clinics and get the word out to their employees.”

Rite Aid hopes its increased marketing efforts on behalf of onsite workplace immunization clinics have a lasting effect. Learish continues, “Our goal is for the relationship between the patient and Rite Aid immunizing pharmacist begun at the workplace flu clinic to be carried through to the store for additional immunizations and other pharmacy needs. It’s a great way to help make Rite Aid their retail health care destination.”

The B2B program includes multi-channel outreach to employee benefits managers. The human touch is added though personal contact by Rite Aid pharmacists and Wellness Ambassadors to neighboring workplaces.

The consumer message is designed to reach busy working moms and active baby boomers with a media strategy including a mix of morning news, network and national cable, local spot, radio, in-store and digital including an extensive email program.

Bryan Hadlock, MARC USA Chief Creative Officer, explains the overall campaign concept. “We focused on the fact that you are really taking charge of your own wellness by protecting yourself from all the other people who don’t get flu shots. We used the office environment because it would resonate with so many people quickly and was equally compelling to both consumers and workplace decision makers.”

Rite Aid Corporation (NYSE: RAD) 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.

* http://www.cdc.gov/flu/fluvaxview/coverage-1314estimates.htm#age-group-adults

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Contact:

Media: Ashley Flower 717-975-5718

AT&T, ExxonMobil, Macy’s, Nationwide, Rite Aid, Direct Energy and Hulu join American Express to launch first U.S.-based coalition loyalty program Plenti

Debuting in Spring, Plenti Will Let Consumers Earn and Use Points across a Range of Well-Known Brands in Different Industries

NEW YORK, 2015-3-19 — /EPR Retail News/ — AT&T, ExxonMobil, Macy’s, Nationwide, Rite Aid, Direct Energy and Hulu are joining with American Express to launch Plenti, the first U.S.-based coalition loyalty program with well-known brands where consumers can earn and use Plenti points for purchasing a wide range of products, regardless of the payment method consumers choose to use. The program will officially launch this spring and is expected to include more brands in additional categories.

Recent research indicates that nearly three-quarters (72 percent) of Americans say they would prefer a rewards program that allows them to shop at many stores versus a single brand1. Plenti is designed to address that need, giving consumers options to earn points and additional value through special offers and product discounts. Plenti will be free to join, and consumers can earn points and discounts using any form of payment accepted by the participating brands, including cash, prepaid and any debit, charge or credit card.

Benefits for Consumers
Plenti offers multiple ways for consumers to earn points:

• Earn Plenti points when buying a tank of fuel at a participating Exxon- or Mobil-branded service station and use the points for savings toward a pair of shoes at Macy’s or macys.com.
• Earn Plenti points when signing up for qualifying wireless services at AT&T, or for eligible charges on AT&T wireless bills.
• Earn Plenti points for eligible Nationwide auto or property insurance.
• Earn Plenti points by taking advantage of special offers on a wide range of beauty, health and wellness and everyday items at Rite Aid.

Every 1,000 points will translate to at least $10 in savings, and Plenti members can earn points faster by activating special promotional offers across participating brands or through Plenti’s online offer center and online marketplace.

“This is a perfect time for a coalition loyalty program in the U.S., as online marketing becomes more efficient and American consumers become more accustomed to rewards programs, special offers and discounts,” said Ed Gilligan, president at American Express. “With American Express’ deep experience with the Membership Rewards® program and acquisition of Loyalty Partner in 2011, we are the right company to operate a loyalty program of this scale, involving such celebrated brands.”

Background on US Loyalty
US Loyalty is a division of American Express that will serve as the operator of Plenti, and will issue the rewards and oversee the centralized marketing activities for the program in collaboration with the founding companies. In addition, US Loyalty will be responsible for securely managing consumer data collected through Plenti.

In 2011, American Express acquired Loyalty Partner. The company operates three subsidiaries including: Payback, a leading multi-partner loyalty program designed to deliver value to consumers and generate additional revenue for participating companies. Today, Payback manages coalition loyalty programs in Germany, Italy, Poland, India and Mexico and has more than 60 million active customers.

Further information about the program will be available in the coming months.

Executive Quotes

American Express:
“We’re pleased to introduce the first U.S.-based coalition loyalty program, where consumers will have the flexibility and choice across seven well-known brands to earn and use points for purchasing a wide range of products,” said Abeer Bhatia, CEO of US Loyalty, American Express.

AT&T:
“One of the most important things we can do for our customers is to show that we appreciate them,” said David Christopher, chief marketing officer, AT&T Mobility. “We are excited to join Plenti as it is a unique way of saying thank you – through this program they get added value from being our customer.”

ExxonMobil:
“Plenti is an exciting opportunity for ExxonMobil to partner with numerous major brands to create a game-changing loyalty program in the U.S.,” said Matt Bergeron, vice president, marketing, ExxonMobil Fuels, Lubricants & Specialties Marketing Company. “This is the first and only program of its kind in the country and it will give consumers the opportunity to earn and redeem points on everyday spending, including fuels, convenience store and car wash purchases at participating Exxon- and Mobil-branded stations.”

Macy’s:
“Consumers today are busy and smart. They know good value, and they want to be rewarded for the dollars they spend day-in and day-out at their favorite stores,” said Martine Reardon, chief marketing officer, Macy’s. “Plenti will offer customers everyday opportunity to earn and to redeem those points with much more choice – so shoppers can choose to reward themselves on routine purchases, or they can save up points to buy great gifts or treat themselves to larger purchases. Macy’s is excited to be a part of breaking new ground for American consumers with a program that is focused on rewarding them frequently and with greater cumulative value.”

Nationwide:
“By partnering with Plenti, Nationwide will advance our members first mission that helps make membership more rewarding than ever,” said Matt Jauchius, chief marketing officer, Nationwide. “With this category-exclusive benefit, eligible Nationwide members who enroll in Plenti can now earn points just by paying for their insurance, and then use those points across a growing collection of America’s top brands. We’re excited to share this new benefit in 2015.”

Rite Aid:
“We are excited to join Plenti and add this compelling customer value proposition to our already successful wellness+ loyalty program,” said John Learish, senior vice president, marketing for Rite Aid. “Our customers told us that adding the ability to earn and use points for savings in our stores and at eligible Plenti partner locations, while saving up to 20% every day in our stores, significantly increases the appeal of our program and creates more reasons for them to shop at Rite Aid more often.”

Hulu:
“Hulu is always looking for ways to give our viewers the best possible experience,” said Tim Connolly, head of distribution and partnerships, Hulu. “The Plenti program is a tremendous opportunity to reward our viewers for their loyalty. We are excited to partner with Plenti and the partner brands to give viewers the chance to experience everyday wins, earn points and gain rewards.”

Direct Energy:
“Direct Energy is proud to be a part of this first-of-its-kind rewards program that gives credit to our customers for making everyday purchases, including simply paying their energy supply bill,” said Mike Beck, vice president and chief sales officer, Direct Energy. “We are always looking for innovative and exciting ways to bring value to Direct Energy customers, and Plenti allows customers to earn rewards easily and quickly.”

About Plenti
Plenti is a U.S. coalition loyalty program comprised of widely known companies, the first of which include: AT&T, ExxonMobil, Macy’s, Nationwide, Rite Aid, Direct Energy and Hulu. Plenti is designed to offer consumers greater choice and savings potential through a multi-category rewards platform. To receive more information, please visit: www.plenti.com.

1 Source: Ebiquity Study: Plenti Consumer Research, commissioned on behalf of American Express between November 14-17, 2014.

Contact:

Media: Susan Henderson 717-730-7766

Rite Aid wellness+ members to earn rewards for every $50 spent in stores on participating products now through January 24

Rite Aid wellness+ Members Earn Exciting Rewards for Every $50 Spent on Participating Products

Camp Hill, Pa., 2014-12-29 — /EPR Retail News/ — Rite Aid is ringing in the New Year by offeringwellness+ members the opportunity to receive lifestyle and entertainment rewards for every $50 spent in stores on participating products now through January 24.

To participate, members of the free wellness+ loyalty program can look for the red “Buy & Earn” symbol on store shelves. Once wellness+ members purchase $50 of qualifying products, they will receive a Unique Reward Code on the bottom of the register receipt. Customers can make multiple visits and purchases to reach the reward thresholds of $50, $100, $150, $200 and $250 receiving a new code at each threshold up to a total of 5.  The codes may be used individually or added together to redeem for bigger and better rewards.

“We wanted to offer something special to our most loyal customers – wellness+members – as we enter the New Year, as a way to thank them for their business,” said John Learish, Rite Aid senior vice president of marketing. “By participating in ‘Happy You Year,’ our customers have the opportunity to earn a reward of their choosing, and with rewards ranging from an evening out with the family to a fitness class or a day at the salon, there’s something for everyone.”

Over 16,000 products are participating in the promotion such as select:

  • Over-the-counter medications including allergy, cold and pain relief
  • Skincare, cosmetics and beauty products including nail polish and fragrances
  • Hair products including shampoo, hair dryers, accessories, shavers and trimmers
  • Household supplies including air fresheners, laundry detergent, paper towels and pet food
  • Variety of vitamins and supplements
  • Food and beverage selections of cereal, cookies and sports drinks

This year’s bigger and better rewards include items such as a free round of mini golf, exercise classes, beauty treatment, personal training session, movie tickets, hotel stays and more. For a complete list of rewards available, promotion details or to redeem codes, visit www.riteaid.com/youyear.

Reward codes must be redeemed before 12:00AM PT, February 25, 2015. After creating an account, add the Unique Reward Codes received on the receipt and redeem credit towards your selected reward. Redemptions can also be processed over the phone at 1-844-579-1644, Monday-Friday 8 a.m.-8 p.m. EST or Saturday 9:30 a.m.-6 p.m. EST.

Rite Aid Corporation (NYSE:RAD) is one of the nation’s leading drugstore chains with nearly 4,600 stores in 31 states and the District of Columbia and fiscal 2014 annual revenues of $25.5 billion. Information about Rite Aid, including corporate background and press releases, is available through the company’s website at www.riteaid.com.

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Contact:

Media: Kristin Kellum 717-975-5713