Loyalty Strategy

CVS Celebrates ExtraCare Members With Digital Offers

Photo by Fern M. Lomibao on Unsplash

CVS Pharmacy, the US based pharmacy chain with more than 9,000 locations recently announced a 14-day app-exclusive ExtraCare Extra Thanks Event in July.

CVS ExtraCare delivers a 14-day Extra Thanks Event to serve its loyal customers

The health and wellness authority is celebrating its ExtraCare customer loyalty program and issuing a big “thank you” to its nearly 75 million ExtraCare members. The Extra Thanks Event is giving valued customers their offers just the way they want them: digitally.

Michele Driscoll, VP, Customer Engagement, Loyalty, Personalization & Promotions at CVS Health underscored the reason for the celebration “Our ExtraCare Rewards program is the longest running loyalty program in the drugstore space with a nearly two-decade history of providing meaningful rewards to maximize value for our loyal member base. Our ExtraCare loyalty program offers a lot of personalization and flexibility so we can deliver value in different ways to different people, depending on their needs, goals or lifestyle.”

Over the past two years CVS has seen strong growth in digital adoption, engagement and omni-channel shopping as CVS customers looked for ways to order health, wellness, and other essentials online or make their trips to the store more efficient, affordable, and convenient.

Some performance highlights include:

  • Since 2020, CVS has witnessed double-digit increases in app downloads. CVS saw a 40% increase in coupons sent to users’ ExtraCare cards from the app in the last year. Editor’s note: with inflation on the rise, what’s old is new again – this time with digital coupons (a trend you may have seen popping up in national media).
  • Through the ExtraCare SMS Program, members are sent exclusive savings, personalized offers, and coupon reminders via text message. The program is increasingly popular with consumers, growing by more than 80% in the last year.
  • In 2021 CVS had its highest level of digital engagement of all time across flagship sites, including CVS.com, with ~2.1B visits and traffic up ~55% YoY.
  • Customers who are on the ExtraCare Rewards program email list save 2.5x more than those who do not subscribe.

From these metrics and customer feedback gathered by CVS, it was clear the customer base was craving a stronger digital connection with the retail division of the health care company.

Michele Driscoll shared insights into how CVS is connecting with its customers through an omnichannel approach saying,

“Today’s  consumers increasingly rely on a combination of both digital and in-person tools to shop, fill prescriptions, coordinate health care, and seek medical advice. That’s why we’re committed to delivering simple, accessible solutions that offer more choice and convenience, and to make the CVS consumer experience digital-first while optimizing in-store touchpoints. Our 20-year strong ExtraCare Rewards program remains core to creating engaged and loyal customers, while providing meaningful and relevant offers when, where and how customers want them. Our omnichannel strategy is focused on creating simplicity by mixing the digital with the in-store experience seamlessly and in concert with customer preferences. With 4.5 million daily in-person visits and 2 billion digital visits a year to our website, we’re well positioned for success.”

New Digital Perks for ExtraCare Members

Loyalty program evolution is essential to success and CVS has reinvented and modernized its ExtraCare program with new digital perks and mobile features. Today, Customers can access their ExtraCare accounts and discounts whether being assisted by a colleague or using the assisted checkout.

Besides assisted checkout, another way CVS encourages shoppers to complete a purchase is the Buy Online, Pick-Up In-Store offering which allows consumers to shop on CVS.com or the CVS Pharmacy app and pick up their items at nearly 5,000 participating CVS Pharmacy stores across the country. Thousands of everyday products, including health and wellness items, snack and grocery staples, and beauty products, can be purchased online and picked up in as little as one hour with no minimum order or fees. This service follows the launch of a digital Buy Online, Pick-Up In-Store service to enable consumers to order at-home COVID-19 test kits with zero upfront out-of-pocket cost and without the need for the consumer to submit a claim to their health insurance provider.

Driscoll commented,

“We’ve continued to evolve our customer experience with several recent advances that ensure a personalized, digital-first experience for consumers. These include digital receipt choice, Buy Online, Pick-Up In-Store, and continually adding new features to our digital Health Dashboard. The added functionality – available at CVS.com and in the CVS Pharmacy app – makes it easier for consumers and patients to personalize their shopping and pharmacy care experience to best meet their individual needs.

CVS Celebrates ExtraCare Members With Digital Offers
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