Rite Aid Answers Questions to Build Loyalty
By John Hennessy, Vice President, Concept Shopping, Inc.
Rite aid launched a program in April to help its customers understand and avoid uncomfortable allergy symptoms.
The program, which Rite Aid worked on with the American Academy of Allergy, Asthma & Immunology (AAAAI), includes an eleven-page guide with recommendations over-the counter (OTC) allergy remedies for specific symptoms. The guide suggests questions to ask doctors, provides advice on allergy prevention for children and gives tips for allergy proofing your home. Every Rite Aid is also offering a free magnetic allergy tip and coupon book. The book is full of allergy tips and includes savings on items for allergy relief.
“Rite Aid is committed to offering programs and services to help our customers stay healthy and to educate them on solutions for everyday health and wellness issues,” said John Learish, senior vice president of marketing. “At Rite Aid, our pharmacists are personally involved in finding healthy solutions for our patients, offering advice, recommendations and answers for health concerns.”
The allergy symptoms program is part of a yearlong effort by Rite Aid to educate consumers on critical health and wellness issues such as diabetes, vitamins and nutrition, heart
health, weight management and skin care.
Moderator’s Comment: Where else can retailers provide education to help consumers make informed purchasing decisions? Do most consumers appreciate retailer
efforts to provide education and does this translate into greater satisfaction with a given store, i.e. building shopping loyalty for that business?
Rite Aid has a solid initiative here. They are helping shoppers and selling more in the process. It’s a combination worth repeating.
Another retail opportunity identified by many is in the area of organic foods, health and beauty care, etc. Organics are a growing segment and information
provided by a store can be used to accelerate that growth and position the retailer as a knowledgeable source on the issue.
Shoppers are busy. Not all have taken the time to educate themselves on the merits of organics. Many are not clear on why they should choose to pay a premium
for organic products.
A program of education in partnership with an expert source of nutritional information would help improve the rate of adoption of organic products. Some
introductory coupons to encourage trial provide the final nudge needed to move consumers into the world of organics. –
John Hennessy – Moderator