Rite Aid Launches Integrated Marketing Campaign to Introduce wellness+ with Plenti
May 18 2015 - 11:08AM
Business Wire
Coalition Loyalty Program Brings Additional
Benefits to wellness+ Members
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.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20150518006225/en/
Rite Aid CorporationAshley Flower, 717-975-5718
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