To bolster its RxEvolution strategic repositioning, Rite Aid is working with Dunnhumby, recognized for its loyalty program and data science expertise, as a strategic partner that will help the retailer revamp its pricing and promotion approach, as well as its loyalty operation.
Rite Aid and Dunnhumby are employing customer data models and consumer-led insights to optimize investments that improve customer value perception digitally and at more than 2,500 stores in 17 states, the retailer noted. As they are doing so, they will completely reimagine the loyalty program to deliver improved customer value, Rite Aid asserted.
The ability to enhance the customer experience is key to Rite Aid’s RxEvolution strategy and meeting shopper needs, said Erik Keptner, Rite Aid chief marketing and merchandising officer, in announcing the partnership.
“Our goal is to improve our value proposition with prices, promotions and a loyalty program that are meaningful and relevant to them,” he said “After an extensive process to review potential partners for this initiative, we chose Dunnhumby because of the company’s proven experience in helping to improve value perception. The Dunnhumby team’s expert data-science capabilities and customer-first orientation ensure a natural fit with Rite Aid. We look forward to working with Dunnhumby to revamp these programs and help our customers get beyond healthy to thriving.”
