Balance Rewards Tilts Toward myWalgreens

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Balance Rewards Tilts Toward myWalgreens

By Tim Binder - 10/05/2020

Eight years after launching its Balance Rewards loyalty program, Walgreens is replacing that program with a new, more personalized version called myWalgreens that is “coming soon.”

The drug chain on Oct. 1 sent an email to Balance Rewards members introducing myWalgreens, calling it a “one-of-a-kind program that makes saving, shopping and your well-being easy.”

The email linked to a walgreens.com landing page that explains how current Balance Rewards members will be able to transfer their membership (and rewards points) to the new program — and must do it by Jan. 31, 2021, to roll over their point balance. Membership will not be transferred automatically. The site is void of any specifics on the new program but instructs visitors to “Stay tuned for more details.” 

The retailer will accept myWalgreens registration on walgreens.com, via the retailer’s mobile app or in-store. Program members need to be at least 16 years old.

Additionally, Walgreens is ending its Beauty Enthusiast program, an offshoot of the Balance Rewards program, on Oct. 31. The landing page says myWalgreens members will still be able to earn rewards on beauty purchases.

Balance Rewards launched in September 2012 and now has more than 90 million active members, according to the retailer.

The new program will provide a “one-of-a-kind personalized experience,” says the landing page. Earlier this year, Walgreens Boots Alliance launched a digital experience and customer insights platform to deliver personalized healthcare and shopping offerings, an expansion of its partnerships with Microsoft and Adobe.