Social Media Helps Educate Members of CVS Loyalty Program

For CVS Pharmacy, specifically, officials connected to the ExtraCare loyalty program, leveraging social media helps educate members by providing answers and information in real-time.

“Our goal is to be as responsive and helpful as possible to make sure our members are getting the most out of the ExtraCare program,” Michele Driscoll, vice president, loyalty & personalization, CVS Pharmacy, explained to Loyalty360. “Social media is also a great opportunity to promote collaboration among ExtraCare members and we encourage them to educate one another on things they’ve learned. It’s also a great platform to tap into the love our customers have for our program and spread the word about program changes or how their feedback has helped us evolve the program. For instance, when we announced the arrival of a digital receipts option on ABC’s Jimmy Kimmel Live! this past summer, sharing that video clip and news on social media gave us an opportunity to quickly reach thousands of customers who shared their excitement, and, in turn, shared the news with their own family and friends.”

Creating the ultimate customer experience is something the entire CVS Pharmacy organization is aligned on and committed to, Driscoll noted.

“We understand that the success of our business hinges on the value we place on our customers and we are constantly re-evaluating and improving our practices to ensure the customer remains our No. 1 priority,” she said.

CVS launched its ExtraCare loyalty program 15 years ago, but officials are not about to rest on their laurels. The highly successful loyalty program has helped CVS build and strengthen customer relationships, forge deeper customer engagement, and create brand advocates.

“It’s no secret that consumers have come to expect a more personalized shopping experience when they engage with a brand,” Driscoll explained. “At CVS Pharmacy, we are doing everything we can to meet that demand for personalization in ways that deliver true value for customers, and offer them information, rewards, or savings that are relevant to their everyday lives. At the core of this strategy is our ExtraCare program, which launched nationally in 2001 and has since set the gold standard for loyalty programs as the longest-running in the drugstore space with nearly one in four Americans active in the program today. Our ExtraCare program helps us better understand our customers, and in turn they love the value they get from it.”

Loyalty programs are constantly changing, she added, and it’s important that companies continue making improvements to keep up with evolving customer preferences and industry trends.

“Through listening to our customers – and responding swiftly – we are building a program that goes beyond monetary rewards – we’re building a close-knit customer relationship with our ExtraCare members,” Driscoll said. “As part of our Customer-Driven Personalization efforts, we identified actionable customer segments, each with their own unique behaviors and attitudes, and, in turn, provide every customer with communications and offers unique to them, and we offer both digital and paper options for them to receive their receipts and ExtraCare offers. As a result of these initiatives, we continue to see increasing customer engagement with the ExtraCare program at CVS Pharmacy. The ExtraCare program is a terrific example of this commitment in practice. The insights we can glean about our customers’ behaviors and preferences allow us to serve them more relevant information and offers, so we can truly offer an unparalleled customer experience.”

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