Dive Brief:
- CVS Pharmacy, the retail division of CVS Health, combined its four loyalty programs into a single, two-tiered program, the company announced Thursday. Customers can now join the ExtraCare tier for free or choose to pay for ExtraCare Plus.
- The ExtraCare tier now includes benefits such as personalized deals and the ability to earn ExtraBucks Rewards twice as quickly as before.
- The ExtraCare Plus tier provides additional benefits such as same-day delivery for most in-store products and access to a pharmacist helpline for $5 per month or $48 annually.
Dive Insight:
CVS Pharmacy simplified its loyalty offerings into a single program to make it easier for members to pick a plan that fits their needs, according to Zach Dennett, VP of loyalty, omnichannel and Hispanic formats at CVS Health.
“We heard from some of our 74 million ExtraCare members that they were looking for a more streamlined experience,” Dennett said in an email to CX Dive. “So, we've been on a journey to combine what was at one point four different programs into a single program with two tiers.”
The program’s additional perks, such as free same-day delivery for ExtraCare Plus members and accelerated ExtraBucks earnings, are aimed at helping customers and their families access benefits that best fit their needs, according to Dennett.
Consolidating the programs also makes it easier to access personalized beauty deals and perks during events without having to join multiple programs, according to Dennett.
CVS isn’t the only retailer reimagining its loyalty program. Ulta Beauty rolled out a revamped loyalty offering earlier this month with a new name and enhanced birthday benefits.
