Rite Aid Boosts Wellness+ with AmEx's Plenti

Rite Aid is rebranding its loyalty program to "wellness+ with Plenti" as the drugstore retailer prepares to join the first U.S.-based coalition loyalty program launching later this spring.Dubbed Plenti and operated by American Express, the free program will let members accrue and redeem points across all participating companies, which will be linked through a single rewards card. Members will earn points automatically by making purchases, and will have opportunities to earn bonus points through promotional offers. Payments can be made by any method accepted at the participating company. Every 1,000 points will translate to at least $10 in savings, according to a media release. When it makes the switch, Rite Aid will convert current +UP Rewards points (see "Marketing at Rite Aid") into Plenti points holding the same value, though consumers who wish to participate will still need to enroll in the new program. They can sign up on the program's website or mobile application, both of which will let participants view their points activity, activate special and personalized offers, locate nearby participating locations and otherwise manage their accounts.Plenti points will be valid for two years, a significant change from the two-week expiration timeline for +UP Rewards points. Pharmacy-specific wellness+ points and benefits, meanwhile, will remain the same. A webpage within the retailer's website explains the details of the transition under the message, "What are we adding to wellness+? Plenti.""We are excited to join Plenti and add this compelling customer value proposition to our already successful wellness+ loyalty program," said John Learish, Rite Aid's senior vice president of marketing, in the media release. "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."Other companies participating in Plenti include AT&T, Exxon, Macy’s, Mobil, Direct Energy, Nationwide and Hulu. "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 American Express president Ed Gilligan, in the release.

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