Rite Aid Signs 1.2 Million Seniors in its Loyalty Program

Drug chain Rite Aid already has signed 1.2 million members in its seniors-only loyalty program, while Walgreens steps up efforts to woo older workers.

Rite Aid Corp. launched its Living More program in March for shoppers 60 and older. Members get discounts on prescriptions and private-label Rite Aid goods; other offers are tailored by purchase history, tracked via members' cards. Members also receive a quarterly newsletter, either online or via mail, with tailored content and coupons.

More than a million seniors
carry Rite Aid's new card

Meanwhile, Walgreens has stepped up efforts to hire older workers through AARP Foundation's Workforce Initiative. AARP's effort targets consumers 50-plus, with 13 partner companies, including Deerfield, IL-based Walgreens.

Quarterly sweepstakes will award trips; the first drawing, in mid-June, will give away the winner's choice of an Alaskan cruise or European vacation. Members are automatically entered each time they use their Living More card in any of Rite Aid's 3,400 stores in 28 states. Rite Aid markets the program via direct mail, circular ads and in-store signage. Camp Hill, PA-based Rite Aid runs Living More in-house, with an assist on marketing support from MARC Advertising, Pittsburgh.

Living More is Rite Aid's second tailored loyalty program; its two-year-old Glam Camp for teen girls has 125,000 members, ages 13 to 18. The chain's flagship Rite Rewards program has more than 6 million members.