CVS Pharmacy is piloting a paid membership rewards program called CarePass in the Boston area, offering additional benefits to its Extra Care rewards club members for $5 a month or $48 a year.
Members receive in-store and online perks including free delivery on most medications and purchases, access to a pharmacist online 24/7 and 20% off all CVS Health brand products. They also receive a monthly $10 CarePass promotional award good toward store and online purchases.
“We are committed to designing and testing innovative programs that meet our customers’ health needs whenever, wherever and however they want,” said Kevin Hourican, Executive Vice President of CVS Health and President of CVS Pharmacy in a statement. “The CarePass pilot program in Boston offers our customer an additional level of benefits and services that make it easy to save time, save money and receive access to on-demand pharmacy care.”
To promote the program CVS is hosting 20+ pop-up events featuring branded trucks and cars.
Jonathan Cherki, CEO of ContentSquare, said nurturing loyalty is one of the biggest user experience challenges brands face today, with retailers capitalizing on its conversion power.
“Digital natives are unfazed by change and choice,” Cherki said. “In a time when brands are instantly measured by the standard of their digital experience, it’s important to remember you only have one chance to make a good first impression.
In an age when millions are addicted to Amazon Prime membership and its perks, Cherki noted, initiating reward and membership privileges helps foster greater loyalty and customer value. And the perks are not just for consumers. According to data from ContentSquare, logged-in users return more often to a merchant site, bounce off of it less, consume about 150% more pages and are 10 times more likely to convert than other visitors.