A Reimagined Brand Leads to Turnaround Story
As the #3 drugstore chain, Rite Aid faced competition not only from bigger pharmacy chains CVS and Walgreens but also big box and grocery pharmacies.They needed a turn-around that would differentiate them in a commodity category, and it had to start with the consumer and an understanding of her needs.
We leveraged behavioral economics to unlock consumer insights around empowering her wellness. Rite Aid’s core target wanted to do more than just manage her health and her family’s health — she wanted to live well. She yearned for help to make the right wellness choices. Amid a welter of online information and reduced contact with health care providers, no one gave her the individualized attention she sought to achieve her wellness goals.
We then used these insights to strategically reposition the entire brand with experiences and creative that connected with her on an emotional level. The brand promise — “Actively working to keep you well” — was a simple but powerful one that resonated with her, creating a white space for Rite Aid that they could own.
We brought “Actively working to keep you well” to life through an overarching strategy across four experiential pillars, developing key customer experiences to drive loyalty and growth.
Wellness+ Rewards Program
The first loyalty program in the category to reward customers with both savings and wellness benefits, with more than 25 million active members.
Wellness Store and Ambassadors
A reimagined store experience that redefined how the customer shops the drugstore, including first-in-the-industry Wellness Ambassadors who bridged the gap between the front of the store and the pharmacist.
A refocused strategy that positioned the pharmacist (as one of the most trusted health care professionals) as a resource for personalized pharmacy care and immunizations.
Roundup program providing millions of dollars in charitable contributions to more than 400 local children’s charities across the communities that Rite Aid serves.
"Actively working to keep you well" became the common thread that drove all of our marketing communications — from wellness+ to flu shots, beauty to vitamins to OTC and everything in between. A 360° personalized approach across an integrated mix of channels, including in-store, digital, social, PR, influencers, direct mail, email, broadcast, out-of-home and experiential. The industry recognized it as the key to Rite Aid's turnaround story, and the results spoke for themselves.
- 10 consecutive quarters of positive net income with the highest stock price in 15 years and record EBITDA
- 40 million wellness+ loyalty members in the first 12 months
- Basket size for gold wellness+ members 4X greater than non-members
- 2,000 Wellness Stores with Wellness Ambassadors
- Sales in individual wellness stores exceeded chain avg. by 330 bps during first 12 months of opening
- More than $50 million raised for children’s health and wellness
- 16.7% increase in year-over-year, same-store flu shots