Rite Aid Corporation launches new integrated marketing campaign in support of wellness+ with Plenti

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.

https://www.youtube.com/watch?v=nh-_dn69D64&index=9&list=PL384644A119743E46

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Contact:

Media: Ashley Flower 717-975-5718

Rite Aid Corporation enhances its loyalty program wellness+ thanks to its participation in Plenti

As part of Plenti, the first U.S. Loyalty Coalition, Rite Aid will Partner with Leading Brands Including AT&T, ExxonMobil, Macy’s, Nationwide Insurance, Enterprise Rent-A-Car, Direct Energy and Hulu

Camp Hill, Pa., 2015-5-6 — /EPR Retail News/ — Rite Aid Corporation (NYSE: RAD) announced today that an enhanced version of its award-winning loyalty program, wellness+, is now available to consumers, thanks to the company’s participation in Plenti. Through Plenti, the first U.S.-based consumer loyalty coalition, Rite Aid will transition its existing loyalty program, of which there are nearly 25 million active members, towellness+ with Plenti. As part of the Plenti coalition, Rite Aid joins other major retailers including AT&T, ExxonMobil, Macy’s, Nationwide Insurance, Enterprise Rent-A-Car, Direct Energy and Hulu to offer consumers numerous ways to earn Plenti points and use them for savings.

“Joining Plenti is the next step in the continued evolution of our highly successful wellness+ loyalty program,” said Ken Martindale, Rite Aid’s president and chief operating officer. “Wellness+ with Plenti will provide current and new Rite Aid customers with even more ways to earn and enjoy savings, on top of all the existing wellness+ benefits they currently receive, truly offering more value than any other drugstore loyalty program.”

New and existing wellness+ members can now sign up for wellness+ with Plenti at any Rite Aid store nationwide or online at www.riteaid.com/plenti. Once enrolled, members of wellness+ with Plenti will earn Plenti points on featured items they buy every day at any participating Plenti partner. These points can be used for at least two years for savings at Rite Aid and certain Plenti partners including Exxon, Macy’s and Mobil.

Added Martindale, “We believe that joining Plenti is going to be the next great differentiator for our business and consumers, given the premiere brands participating in the program and the multiple ways for customers to earn and save. We are excited to be part of this first of its kind U.S. loyalty coalition program and to bring such an innovative and unique program to our customers across the country.”

wellness+ with Plenti
Through wellness+ with Plenti, customers can use one card and earn two kinds of points.

Members will continue to earn wellness+ points for every one dollar spent on eligible non-prescription purchases and up to 25 wellness+ points for every eligible prescription, good toward various benefits at Rite Aid including discounts of up to 20% off storewide, exclusive sale prices and 24/7 access to a pharmacist.

In addition, they’ll also be able to earn a new additional set of points, Plenti points, whenever they make qualifying purchases at Rite Aid and all other Plenti partners.

Through wellness+ with Plenti, +UP rewards are now Plenti points. Plenti points offer even more value because they can be used for savings at Rite Aid as well as certain other Plenti partners including Exxon, Macy’s and Mobil and can be used to at least two years.

One Plenti point earned at Rite Aid is worth at least one cent in savings, so 1,000 Plenti points are worth at least $10 in savings. Plenti points can be earned at Rite Aid in-store and online, through rotating product offers such as 400 points when you buy 2 bottles of vitamins or 800 points on oral care products.

For full details on how of the Plenti program will work across all partners, please visit www.plenti.com/partners.

Rite Aid’s wellness+ with Plenti program will be supported by a national television, radio, circular and digital advertising campaign, which launches later this month.

For more information on wellness+ with Plenti, www.riteaid.com/plenti.

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 include: American Express, AT&T, ExxonMobil, Macy’s, Nationwide, Rite Aid, Direct Energy, Enterprise Rent-A-Car and Hulu. Plenti is designed to offer consumers greater choice and savings potential through a multi-category rewards platform. For more information, please visit: www.plenti.com or connect with Plenti on Facebook.com/PlentiRewards, Twitter.com/PlentiRewards,Instagram.com/PlentiRewards and YouTube.com/PlentiRewards.

Plenti is run by US Loyalty, a division of American Express. In 2011, American Express acquired Loyalty Partner. The company operates three subsidiaries including Payback, which manages leading coalition loyalty programs in Germany, Italy, Poland, India and Mexico. For more information, visit www.loyaltypartner.com

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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