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Rite Aid launches expanded rewards program

Rite Aid Corp. has expanded its wellness+ loyalty program with the chainwide rollout of Plenti, the coalition rewards program that the drug chain joined earlier this year. Called wellness+ with Plenti, the free program is now open to current and new wellness+ members, who can sign up at any of Rite Aid’s more than 4,500 stores or online at

Rite Aid is the exclusive drug store partner in Plenti, which was described as the first U.S.-based coalition loyalty program when announced in mid-March. Plenti members can use a single card to earn and redeem points for purchases at all of the participating merchants, regardless of the payment method.

Along with Rite Aid, Plenti’s lineup of partners includes American Express, which will run the program, and Macy’s, ExxonMobil, AT&T, Nationwide, Direct Energy, Hulu and Enterprise Rent-A-Car. Each of the partners is the exclusive provider in its business segment.

Rite Aid said the wellness+ with Plenti program will be supported by a national television, radio, circular and digital advertising campaign that will launch later this month.

“Joining Plenti is the next step in the continued evolution of our highly successful wellness+ loyalty program,” Rite Aid president and chief operating officer Ken Martindale said in a statement. “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.”

Rite Aid said that it will transition its current loyalty program, which has nearly 25 million active members, to wellness+ with Plenti. Once enrolled in the enhanced program, members will earn Plenti points on featured items they buy 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.

With the wellness+ with Plenti card, customers can earn two kinds of points. Members will continue to earn wellness+ points for each dollar spent on eligible nonprescription purchases and up to 25 wellness+ points for each eligible prescription, good for various benefits at Rite Aid, including discounts of up to 20% off storewide, exclusive sale prices and 24/7 access to a pharmacist. They will also be able to earn a new additional set of points, Plenti points, whenever they make qualifying purchases at Rite Aid and other Plenti partners. Rite Aid noted that with the inception of wellness+ with Plenti, its +UP rewards become Plenti points, which offer 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 for at least two years.

One Plenti point earned at Rite Aid is worth at least 1 cent in savings, with 1,000 Plenti points yielding 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 two bottles of vitamins or 800 points on oral care products, the drug chain said.

“We believe that joining Plenti is going to be the next great differentiator for our business and consumers, given the premier brands participating in the program and the multiple ways for customers to earn and save,” Martindale added. “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.”

Plenti is operated by US Loyalty, a division of American Express. US Loyalty will issue the Plenti rewards and oversee the program’s central marketing activities in tandem with the participating companies.

Plenti members are not limited in the number of points they can earn and, unlike most everyday spend rewards programs, where users only have a brief time period to use the reward before it expires, they have at least two years to use their Plenti points. Plenti members can use any form of payment that the merchant partners accept at checkout — cash, credit, debit or prepaid — and if they have a card product with other rewards benefits, they will earn those rewards on top of the points collected through Plenti.

Plenti members who use the featured welcome offers could earn at least 10,000 Plenti points, which is equal to at least $100 in savings. Welcome offers include 1,000 points after spending $50 on eligible purchases in a single transaction at Rite Aid or; 5,000 Plenti points after signing up for a new line of AT&T wireless service on a postpaid smartphone or other eligible phone; 200 points after buying at least 10 gallons of fuel in a single visit at a participating Exxon- or Mobil-branded service station; 1,000 points on a $100 purchase of sunglasses at Macy’s or; and 1 point for every $3 paid of eligible auto and property insurance premiums from Nationwide.

To sign up for Plenti, consumers can visit participating partner locations, or download the Plenti mobile app, which is available at the Apple App Store and Google Play. Plenti members can track points on their receipts at checkout, at or via the Plenti mobile app.

SOURCE: Chain Drug Review

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