Wellness+ reaps benefits for chain and consumers
Since its nationwide launch in April 2010, Rite Aid’s wellness+ loyalty card program rapidly has proven itself to be a phenomenal boost to the chain’s business as the first-ever loyalty program designed to enhance customers’ savings and well-being together.
“Our customers told us they wanted a program that offered more than just discounts. The wellness+ program marries our customers’ fiscal and physical well-being, and we reward them with both member- only shopping discounts and health-and-wellness benefits that increase the more they shop and the more prescriptions they fill at Rite Aid,” SVP marketing John Learish said when the card was launched.
In a June 23 conference call with investors to discuss the company’s first quarter 2012 financial results, president and CEO John Standley said that wellness+ card members were emerging as some of Rite Aid’s most valuable customers. At that time, the program boasted nearly 40 million members across the country — compared with 16 million as of July 26, 2010, just 12 weeks after the program’s nationwide launch.
Card members accounted for 67% of front-end sales during the quarter and 62% of total scripts. Gold and silver members were shopping at both ends of the store, and 50% of those customers were visiting the stores every week. In addition, members had higher basket rings than nonmembers.
Needless to say, wellness+ has been a smashing success and, along with store-segmentation efforts, a major factor in ushering in a renaissance for the country’s third-largest retail pharmacy chain, a company once better known for its period of retrenchment following legal and financial troubles during the last decade.
The program offers a multitude of benefits for members, such as shopping discounts — including 10% off Rite Aid-brand products — weekly members-only discounts and access to pharmacists 24 hours a day and seven days a week by telephone or online. Members earn points through certain pharmacy and store purchases, which they can put toward free health screenings and additional merchandise discounts.
But the program also is a big opportunity for suppliers. When Tony Montini returned to Rite Aid as SVP category management in February — he served brief stints there in the late 1980s and early 2000s, and has since been promoted to EVP merchandising, with former SVP business development Bryan Shirtliff taking over as SVP merchandising — he appeared well-prepared to increase the success of wellness+ among suppliers.
Suppliers that participate in the program get to participate in Rite Aid’s weekly promotional email program to members and get access to the chain’s CRM analytics reports, which include a scorecard of loyalty metrics, shopper decile analysis, category affinity analysis and market basket analysis, according to a program brochure for suppliers. The brochure also touts target marketing opportunities, such as weekly emails, the online member dashboard on Rite Aid’s website and direct mail.
Moving beyond sick care — just do it!
One thing that was pretty clear in the research we conducted for the 2011 Retail Clinician Reader Survey is that an increasing number of retail-based health practitioners want the clinics they work for to expand the scope of services beyond acute care. Many readers said the one thing that would make them even more satisfied about the work they do is “moving beyond sick care,” as one reader noted, to more preventive/wellness-oriented services, including chronic disease management programs for diabetes, hypertension and more. One reader even suggested the addition of “on-site X-rays.”
What makes these results more significant is that this data was not derived from multiple-choice questions — these were verbatim responses, the actual words used by our readers.
While retail health care may not be ready for in-store X-ray labs just yet, many retail clinic operators already have begun to move toward expanded services, including smoking-cessation, weight-loss and even fitness programs.
Fitness and nutrition have been core parts of employer-based wellness programs — including the ones Take Care Health Systems operates for such employers as Harrah’s Casinos — even before the news broke in July that Take Care had acquired an ownership position in Core Performance, a company that creates fitness programs.
But now Walgreens/Take Care has the opportunity to look for creative new ways to bring new wellness programs to its stores through its retail clinics, perhaps even as part of a larger weight-loss management program — not unlike Weigh Forward, the new program RediClinic announced in April in conjunction with H-E-B stores. For its part, Lindora, which operates seven clinics in West Coast Rite Aid stores, began as a weight-loss clinic first and evolved into acute care later.
But beyond just improving health outcomes, this also is an opportunity for community pharmacy and retail clinics to build new relationships with customers and patients that keep them coming back, even when they are not necessarily sick. It could help expand the paradigm from sick care to well care and help build community.
What could that mean? For instance, Nike stores, such as the one in Boston, host “running clubs” that keep people connected to the store. It’s not just a place to buy sneakers; the store is a part of their lives.
These kinds of programs don’t just drive customer loyalty; they also make customers rabid fans of your brand. Just think about Nike. People pay big money for Nike apparel just for the chance to be a human billboard to advertise their love of the brand.
So, a fitness club in a drug store or a retail clinic? In the immortal words of Nike, Drug Store News says: “Just do it.”
Want a copy of the 2011 Retail Clinician Reader Survey? Email me at [email protected]
Back to wellness and adding the ‘plus’
With its latest string of initiatives designed to bring it out of a slump that lasted more than a decade, Rite Aid is aiming for “wellness” to do for it what the lower-case “i” did for Apple.
First, there was the wellness+ loyalty card program. Then, there was the wellness store format, with its team of Wellness Ambassadors. “This new format is all about empowering our customers in their pursuit of wellness,” president and CEO John Standley said in the company’s first quarter 2012 earnings call on June 23.
Overall, Rite Aid is marshalling the “wellness” theme with its eye on the future. The tale of the 4,700-store chain for the last several years has been one of a turnaround. Now it appears the company is beginning to turn the corner.
Really it began under Rite Aid chairman Mary Sammons and former chairman and CEO Bob Miller. After a successful stint at Fred Meyer, Sammons started with Rite Aid as president and COO in December 1999, becoming CEO in 2003 and chairman in 2007, helping to engineer the retail pharmacy chain’s successful turnaround and return to credibility. And after years of belt-tightening and retrenchment, Rite Aid is starting to move forward again.
Everybody loves a good comeback story, about the mighty falling and laying down for a while only to get back on their feet again. As companies ranging from Apple to General Motors have shown, the way for a business to get back on its feet is to create something fresh and new that will bring customers inside and draw “oohs” and “ahs” from investors.
For Rite Aid, that process started in earnest when Sammons brought in John Standley as president and COO in September 2008. Standley originally joined Rite Aid from Fred Meyer at the same time as Sammons. He came in as EVP and CFO and as part of the company’s original recovery team. In August 2005, he left to become CEO and board director of Pathmark Stores, helping to engineer the recovery of that chain, which then was sold to A&P. Standley rejoined Rite Aid in September 2008 and in 2010 became president and CEO.
Under Sammons’ tutelage, Standley has overseen the development of the company’s new “wellness” initiatives. While wellness+ has been the most successful so far, the wellness stores offer the most insightful glimpse into the company’s future, as COO Ken Martindale suggested to Drug Store News during an exclusive tour of a wellness store in Harrisburg, Pa., in June. The stores adopt a number of features that appear to be emerging trends in retail pharmacy, such as lower shelves, a brighter interior and an overall airier and more open look, in addition to innovations like the special shelves for homeopathic treatments and a men’s grooming section near the front of the store.
Then there are the specially trained Wellness Ambassadors, who man the aisles with iPads that enable them to provide customers with information on OTC medications, vitamins and supplements, and assist customers in making decisions based on their symptoms and needs, thus acting as a bridge between the front end and the pharmacy, as Standley put it in the June 23 call.
During first quarter 2011, Rite Aid closed 10 stores and didn’t open any net new stores. On a year-over-year basis, the chain operated 63 net fewer stores. Still, the company plans to allocate $300 million for capital expenditures in fiscal year 2012, including $127 million for remodels and other merchandising initiatives — many of them including elements from the wellness store format.
With the smart leadership of Sammons and Standley, and some fresh new ideas in its bag, it’s safe to say that Rite Aid’s darkest days are behind it. Sammons and Standley brought the chain back to wellness and are now adding the plus.