Tightening ties between its web site and brick-and-mortar outlets, Rite Aid Corp. is offering customers in-store discounts for watching online videos about select products.

The new Video Values program, which was rolled out this week, enables the drug store chain's shoppers to access and print out coupons for a range of health and beauty, personal care and front-end products as well as over-the-counter medicines.

CAMP HILL, Pa. — Tightening ties between its web site and brick-and-mortar outlets, Rite Aid Corp. is offering customers in-store discounts for watching online videos about select products.

The Video Values program, announced Thursday, offers savings on a range of health and beauty, personal care and front-end products as well as over-the-counter medicines.

Participating vendors so far include Procter & Gamble, Kimberly-Clark, L’Oreal, Johnson and Johnson, Alberto Culver and Wyeth, along with major brands such as Olay, Huggies, Aveeno and Alavert.

To get the discounts, customers go to riteaid.com and click on the Video Values image. That brings them to a page displaying several dozen products and the listed savings. They click on the product images, watch short informational videos and then get access to coupons that they can print and bring to a Rite Aid store to get the savings.

Videos can be viewed by brand, category or manufacturer. The more videos that customers watch, the more they can save. Rite Aid said customers can print in-store coupons totaling up to $130 in savings.

Customers must set up a Video Values account to access the coupons. By doing so, they also earn credits for watching the videos, some of which are worth multiple credits. They receive a Rite Aid Bonus Coupon for $5 off a $20 purchase when they earn 20 video credits.

Rite Aid said new videos and coupons will be offered and updated on an ongoing basis. Videos and savings currently available include Claritin Liqui-Gels allergy medication ($2 off), the Conair Infiniti styling hair dryer ($18 off), Nexxus hair care ($7 off), Scott paper towels ($2 off), Nature Made dietary supplements ($2 off), Bayer aspirin ($1 off) and True Match blush ($1).

"Whether it’s in stores or the path our customers take to get to stores, we’re dedicated to creating an exceptional shopping experience," John Learish, Rite Aid’s senior vice president of marketing, said in a statement. "This launch of Rite Aid Video Values reinforces our commitment to customers and brands. It’s both a fresh offering for consumers and an accountable sales tool that allows brands to understand the direct impact their video has on sales."

The Video Values program was created by AdPerk, a San Francisco-based provider of video marketing solutions for retailers.

The initiative comes at a time when chain drug retailers, including Rite Aid, have been searching for ways to boost sluggish front-end sales. Last week Rite Aid reported declined July same-store sales, mainly due to a 4.7% year-over-year decline in front-end business.

Rite Aid has continued to expand the e-commerce capabilities of its web site. On Monday, the drug store chain announced a round-the-clock online prescription refill service that lets customers pick up their orders at Rite Aid stores.