Consumer-facing marketing for the new text program has just recently kicked off, with dedicated email blasts and display ads on the end of other emails that link to a supporting landing page. Members can enroll in the program by asking an employee or by using the keypad prompt at checkout, by text messaging “Extra” to “397-473,” or in the CVS app under the “Account” section. Those who opt in to the mobile program will also continue to receive personalized offers and eligible rewards via other channels like the CVS mobile application, website and emails.
The text messaging push falls under the current core enterprise priorities, which are largely focused on integrating enhanced data and technology to better target shoppers and creating a consumer-centric technology infrastructure.
CVS claims more than 78 million members in its loyalty program and in recent years has expanded its membership offerings to include the ExtraCare Beauty Club as well as ExtraCare Health and Pharmacy Rewards. Most recently, CVS also expanded its Amazon-like CarePass membership program nationwide following a positive pilot, and enrolled more than 1 million members in the program in just two months. CarePass offers members free 1-2 day shipping on prescriptions and select front-store items, 24/7 access to a pharmacist helpline, and a 20% discount on CVS Health brand products — all for $5 a month or a flat annual rate of $48.
NOTE: Path to Purchase Institute members have access to more than 3,400 images and 400 articles of marketing and merchandising activity at CVS Pharmacy, along with a full Retailer Profile outlining the chain’s operations and strategies.