CVS Enhances Loyalty Program

Jacqueline Barba
Associate Editor
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CVS Pharmacy is seeking to drive more shoppers to its mobile application with an update to its longstanding ExtraCare loyalty program, a key component of its front store strategy.

Beginning in July, ExtraCare members will receive their typical 2% back in ExtraBucks rewards immediately after a qualifying purchase, rather than being paid out on a quarterly basis.

Members can use their rewards on a future visit made within 90 days of each issuance. This change also coincides with an upgrade to the retailer’s mobile experience that lets members view, track and send all their earnings and personalized deals directly to their ExtraCare card, according to a media release.

A rewards tracker enables members to view progress toward earned rewards from ExtraCare, the ExtraCare Beauty Club, the ExtraCare Pharmacy & Health rewards programs, and from CVS’ paid membership program, CarePass.

The 20-year-old ExtraCare program is also rolling out a new birthday benefit for its nearly 74 million members in the form of $3 in ExtraBucks rewards during their birthday month, good towards a slew of health and wellness products, beauty items, everyday essentials and food products. 

ExtraCare Beauty Club, a rewards program for beauty buffs, also offers a birthday gift incentive. That incentive replaced the special birthday month offers members had previously received, and was added along with a bevy of other new perks as part of a 2018 program overhaul. CVS plans to again unveil enhancements to the beauty club later this year.

In addition, CVS is launching a promotion to plug the revamped ExtraCare program and spotlight its private labels. In late June and throughout July, CVS app users will get exclusive “freebies” each week, ranging from better-for-you snacks and treats to health and beauty essentials, from private labels including Beauty360, Gold Emblem and CVS Health.

CVS staged a similar effort designed to drive app usage in 2019. Dubbed the “ExtraCare H(app)iness Event," the program promised loyalty members a different “surprise” offer within the retailer's mobile application every Wednesday and Sunday from June 30 through July 26.

Over the past year, CVS says its mobile app has seen double-digit increases in downloads, and coupons sent to users’ ExtraCare cards from the app have more than doubled.

“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,” Michele Driscoll, vice president of customer engagement, loyalty and personalization, CVS, said in a recent media release. “They appreciate the value their membership provides, and they told us they want more flexibility in how they access and use their rewards.”