Sponsored By

CVS brings more immediacy to ExtraCare’s 2% back reward

Loyalty program update also includes birthday benefit and ‘freebie’ gift promo

Russell Redman

June 16, 2021

3 Min Read
CVS_Pharmacy_store-side_shot.jpg
Starting next month, ExtraCare members will get 2% back in ExtraBucks rewards moments after nearly every transaction, instead of on a quarterly basis, CVS Pharmacy said.CVS Health

CVS Pharmacy has updated its ExtraCare Rewards loyalty program to dole out “bucks” for purchases virtually on the spot.

Starting in July, ExtraCare members will receive 2% back in ExtraBucks rewards moments after nearly every transaction, instead of on a quarterly basis, Woonsocket, R.I.-based CVS said yesterday. The 2% back will show up in the CVS App, on CVS.com, and on digital and paper receipts following purchases. Members can use the rewards on their next visit or accumulate them to spend later, within 90 days of each issuance.

ExtraCare also is adding a new birthday reward. Members will now get $3 in ExtraBucks during their birthday month that can be used for the purchase of their own gift from CVS’  assortment of health, wellness, beauty and personal care products, as well as daily essentials and better-for-you foods, the drugstore chain said. To receive birthday rewards, ExtraCare members must opt in by sharing their birthday information. The reward is delivered via the members’ preferred communications channels, including email, SMS text and the CVS App.

CVS_mobile_app-smartphone.jpg

The ExtraCare changes are part of an upgraded CVS App experience, designed to provide easier navigation.

 

CVS noted that the update marks the first changes to the core 2% back reward in ExtraCare’s 20-year history. CVS introduced the ExtraCare card in 2001, becoming the first national pharmacy retailer to launch a loyalty card program. ExtraCare now has 74 million members.

Related:CVS unveils store-brand additions across the store

“Our customers are at the heart of everything we do. We’ve evolved our ExtraCare program following an in-depth assessment that revealed what members love most about the program,” according to Michele Driscoll, vice president of customer engagement, loyalty and personalization at CVS Health. “They appreciate the value their membership provides, and they told us they want more flexibility in how they access and use their rewards.”

In support of the update, ExtraCare will offer exclusive “freebies” in the CVS App beginning in late June and running through the end of July, CVS said. Members will find a new free gift each week in the app, with offerings ranging from from better-for-you snacks to health and beauty essentials.

CVS added that the ExtraCare changes are part of an upgraded CVS App experience, designed to provide easier navigation by allowing members to view, track and send all of their earnings and personalized deals directly to their ExtraCare card. Members downloading the app can choose to receive coupon reminders and special offers via ExtraCare SMS text messages, including “surprise deals” tailored to their interests.

Related:CVS, Rite Aid up the ante in same-day delivery

Over the past year, the CVS App has seen double-digit increases in downloads, and coupons sent to users' ExtraCare cards from the app have more than doubled, according to CVS. The app’s Rewards Tracker enables customers to see their progress toward earned rewards from ExtraCare, the ExtraCare BeautyClub and ExtraCare Pharmacy & Health Rewards programs and the CarePass paid membership program. The retailer, with more than 9,950 retail pharmacy locations overall, added that it plans to unveil enhancements to ExtraCare BeautyClub later this summer.  

Read more about:

CVS Health

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

Stay up-to-date on the latest food retail news and trends
Subscribe to free eNewsletters from Supermarket News

You May Also Like