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Rite Aid launches enhanced rewards program Plenti

Rite Aid
(CAROLYN KASTER, Associated Press)

Rite Aid Corp. has unveiled an enhanced version of loyalty program wellness+ by joining consumer loyalty coalition Plenti.

The drugstore chain is moving its 25 million active loyalty card members to the new wellness+ with Plenti program. The Plenti coalition includes retailers such as AT&T, ExxonMobil, Macy's, Nationwide Insurance, Enterprise Rent-A-Car, Direct Energy and Hulu.

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"Joining Plenti is the next step in the continued evolution of our highly successful wellness+ loyalty program," Ken Martindale, Rite Aid's president and chief operating officer, said in the announcement. "We believe that joining Plenti is going to be the next great differentiator for our business and consumers, given the premiere brands participating in the program."

The retailer is encouraging new and existing wellness+ members to sign up for the new program at Rite Aid stores or online at www.riteaid.com/plenti. The program offers Plenti points on items at any participating Plenti partner and can be used for savings at Rite Aid and other Plenti retailers, in some cases for at least two years.

Rite Aid consumers still will earn wellness+ points for every dollar spent on eligible non-prescription purchases and up to 25 points for every eligible prescription, which can be used for discounts of up to 20 percent.

Shoppers also will earn Plenti points for qualifying purchases, both in stores and online.

lorraine.mirabella@baltsun.com

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