For much of the last year, we’ve seen reports about RiteAid’s increasing investment in its Wellness+ program, a combined loyalty and customer engagement program.   This week, the company announced its strategic decision to place the program at the center of its marketing efforts.  This decision continues a highly strategic approach taken by  this leading player in the highly competitive drugstore space.

The statistics bear out the strategy, with program members accounting for an increasingly large percentage of store sales and prescriptions.   RiteAid has been success by focusing its rewards to loyal customers on health and wellness related services.  Overall, the Wellness+ program continues to make things easier for customers to focus on their health and wellness while simultaneously leveraging web and mobile platforms to make discounts and special offers more easily available to members.