The Health Star

Rite Aid was the first to fold in a health-driven component to its loyalty program; as participants move up the Wellness+ ladder, they earn health-related perks, like free healthcare assessments.

Wellness+ membership grew 8% to 25 million, during the company’s recently reported second quarter. Members accounted for 74% of front-end sales, compared with 69% one year ago, as well as 68% of prescription sales.

Importantly, the number of gold and silver members has continued to increase, as well. Gold and silver members show basket sizes about 40% to 50% larger than other members, and almost half shop Rite Aid weekly. The Wellness+ program has also helped Rite Aid improve script count, as it offers big rewards for prescriptions filled — a loyal Rite Aid pharmacy customer can quickly move to Gold status in the program.