Rite Aid taps dunnhumby

Partnership will help the drug chain optimize its pricing of branded and own brand products, promotions and loyalty efforts.

Rite Aid is taking a fresh approach to its pricing, promotion and loyalty efforts with the help of customer data science company dunnhumby. The companies will be using customer data models and consumer insights to optimize the retailer’s investments to help improve customer value perception at its stores. 

“Enhancing the customer experience is key to our RxEvolution strategy and to meeting our growth-target consumers’ needs. Our goal is to improve our value proposition with prices, promotions and a loyalty program that are meaningful and relevant to them,” said Erik Kept-ner, chief marketing and merchandising officer, Rite Aid. “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.”

Chicago-based dunnhumby has been using data and customer insights to help retailers build loyalty and appeal to customers for nearly 30 years. 

“Rite Aid has a storied history of providing health products and services, and we’re excited to help the company enhance its pricing, promotions and loyalty program,” said Grant Steadman, president of North America at dunnhumby. “We believe these are key areas for retail pharmacies to get right in order to meet and anticipate customers’ evolving needs."