Retail News Breaks Archives
CVS enhances redemption of digital rewards
April 24th, 2014
WOONSOCKET, R.I. – CVS/pharmacy is enabling members of its ExtraCare loyalty program to transfer more of their rewards and savings offers directly to their cards.
CVS said Thursday that through the Send to Card feature, ExtraCare cardholders can now digitally send all personalized offers on CVS.com and the CVS mobile and iPad apps, as well as coupons received via e-mail, to their cards in one click.
The new Send to Card enhancements give customers more ways to redeem their online and mobile savings without having to print or remember to bring paper coupons when shopping at CVS, the drug chain noted.
CVS has steadily expanded Send to Card since launching the program in August 2011. Initially, Send to Card allowed cardholders to send select ExtraCare coupons received by e-mail to their ExtraCare card. Then in January 2012, CVS enabled ExtraCare members to send their quarterly ExtraBucks rewards to their cards via Send to Card.
According to CVS, customers have embraced the Send to Card capability. The retailer said that when given the option to send offers to their cards, ExtraCare members pick Send to Card over printing paper coupons more than 80% of the time.
Shoppers who prefer to receive paper savings and rewards can still choose to print their coupons or offers instead of using Send to Card when presented with those options on CVS.com, the CVS Mobile app or through e-mail.
"We're committed to making it easier to save money through the ExtraCare program, and with Send to Card, customers can simply click or tap to get their coupons and ExtraBucks Rewards — no printing or clipping required," Melissa Studzinski, vice president of customer relationship management for CVS/pharmacy, said in a statement. "Through the latest digital innovations, we're able to deliver greater value to our loyal members, creating an easier and more personalized customer experience."
Customer can access their savings offers and rewards and Send to Card through CVS.com, the CVS Mobile App or the CVS/pharmacy iPad app. For instance, they can sign up at CVS.com/ExtraCareEmail to get personalized savings offers and ExtraBucks Rewards via e-mail. Recipients can open the e-mail, click on "Get Coupon" and be directed to a page with the Send to Card option. Through CVS.com and the CVS mobile and iPad apps, customers can log into their ExtraCare account at CVS.com/ExtraCare, view the offers in the "My Savings and Rewards" section and click or tap on the Send to Card option next to each coupon or reward.
In addition, shoppers browsing the myWeekly Ad digital circular can view their individual offers listed in the "ExtraCare Savings" section and select Send to Card for coupons or rewards they plan to redeem.
ExtraCare is the nation's largest retail loyalty program, with more than 70 million active member households.
In its report "2014 Predictions for the Retail Sector," Kantar Retail noted that the national drug chains can be expected this year to further leverage their loyalty programs to communicate value and gain a competitive edge. One key focus will be to offer rewards to compete at a basket level rather than at an individual item level.
"Rewards, promotions, and coupons all help lower the total basket, improve price perception and make comparing prices more difficult," Kantar said in the report, adding that personalization will also be key. "Creating a more unique experience and tailoring promotions or assortment will build a relationship with shoppers and encourage them to return."