RALEIGH, N.C. — Kerr Drug has launched a customer loyalty program that it says takes the concept into the digital age.

The new Kerr Rewards program offers multiple ways customers can be given advice on health care, alerted to breaking medical news and rewarded for shopping at Kerr, executives say.

“Kerr Drug has a history of innovative health care, and we believe speaking directly to our customers through multiple platforms is critical to fostering a strong relationship with them,” president and chief executive officer Anthony Civello says. “Customer use of technology is evolving, and we must adapt our outreach to offer our health care services.”

Kerr Rewards, he says, is one of the first loyalty programs from a drug chain to incorporate six platforms into a single program. Customers can participate in the program via a mobile device, from the company’s web site, in an e-mail, via social media and in Kerr’s stores at both the front registers and the pharmacy.

“Kerr Rewards is designed to reach all of our customers,” Civello says. “Our move into digital media helps us to grow our relationships with customers and respond more quickly to customer feedback.”