Rite Aid Plans to Revamp Its Store Brands

SHARE:

Email

Print

LinkedIn

Facebook

Twitter

April 27, 2010

Rite Aid will restructure its entire store brand portfolio beginning this year and continue into next year, John Standley, president and COO, told analysts.

Six new brands will be launched -- Rite Aid pharmacy for health products; Renewal, a beauty care line; Pantry for food and other consumable products; Home for household goods; Tugaboos, a new baby line; and Simplify, a price-fighter brand.

“All of our existing private brand products, with few exceptions, will be migrated over time to these new brands with new, more contemporary packaging,” Standley said.

This week the company also introduced a new wellness+ rewards program that offers customers 24/7 toll-free access to a pharmacist and 10 percent savings on stores brands. With accrued points, customers are also eligible for free health screenings and other merchandise discounts.

"Our customers told us they wanted a program that offered more than just discounts. The wellness+ program marries our customers' fiscal and physical well-being, and we reward them with both member-only shopping discounts and health and wellness benefits that increase the more they shop and the more prescriptions they fill at Rite Aid," said John Learish, senior vice president of marketing for the 4,800-unit chain based in Camp Hill, Pa. "We've tested this program in four markets over the last six months, and results exceeded our expectations. This is the drug store industry’s only customer rewards program focused around pharmacy and wellness."

Customers can sign up for the new Rite Aid wellness+ rewards card, which requires no membership fee, at any of Rite Aid's nearly 4,800 stores. They also can sign up online and print a temporary card, which the chain is encouraging customer to do by rewarding them with a $5-off coupon on the next $25 purchase.

Read These Related Articles:

• Rite Aid Launches Baby Care Line
• Managing the Growth of Store Brands
• Rite Aid Introduces Simplify
• Store Brands Gain Share in Significant Categories
• CVS to Test Expanded Grocery and Store Brand Prepared Foods

Most Read

Guest Columns

Grocery Aisle Innovation Key to Retailer and Consumer Cost Savings

Retailers are redesigning the aisle, appealing to environmentally friendly consumers and capitalizing on market trends to make their private label brands more competitive.

Source: Tetra Pak Inc.

How to Develop a Private Label Expression Aligned with Retail Brand Strategy

By creating private label as a marketing tool rather than just a price alternative, retailers gain the opportunity to tell a complete brand story while simultaneously boosting customer loyalty.

Source: CBX

Using the Store Banner to Endorse Private Label Architecture

Although the economic downturn accelerated private label growth in Europe, there was another key driver -- retailers started to brand their stores.

Source: IPLC

See All Guest Columns »

Press Releases