CVS Pilots New CarePass Program in Boston

    This past week CVS Pharmacy announced a bold move to rethink loyalty and compete aggressively with Amazon Prime. Customers in the Greater Boston area can enroll in CarePass, a new pilot membership rewards program offering additional benefits to the retailer’s popular ExtraCare Rewards Program. CarePass offers members a suite of in-store and online perks including free delivery on most medications and purchases, access to a 24/7 pharmacist hotline and 20% off all CVS Health private brand products. Customers can join CarePass for $5 a month or $48 a year and also receive a monthly $10 CarePass promotional reward that can be used towards nearly all purchases in-store and online at CVS.com.

    Kevin Hourican, Executive Vice President, CVS Health and President, CVS Pharmacy

    “We are committed to designing and testing innovative programs that meet our customers’ health needs whenever, wherever and however they want,” says Kevin Hourican, Executive Vice President, CVS Health and President, CVS Pharmacy. “The CarePass pilot program in Boston offers our customers an additional level of benefits and services that make it easy to save time, save money and receive access to on-demand pharmacy care.”

    Customers can now enroll in CarePass at more than 350 participating CVS Pharmacy locations throughout Greater Boston, or online at CVS.com/carepass.

    CarePass members receive a multitude of benefits, when they join for a $5/month month-to-month membership or the discounted annual membership fee of $48:

    Free delivery on most prescriptions and purchases. Free 1-2 day delivery is available to CarePass members on qualifying prescription drug orders with prescriptions delivered right to members’ mailboxes through USPS, making managing prescriptions less complicated and more convenient. Free 1-2 day delivery is also available for eligible purchases on CVS.com with no minimum order required.

    Access to a 24/7 pharmacist helpline to help them save time and money while getting more access to the health care they need, whenever and wherever they need it. CarePass members can contact the helpline to speak live with a pharmacist who has secure access to their prescription history with CVS Pharmacy. The pharmacist will be able to answer questions about the customer’s medications on-demand and refer them to any additional tools, resources or services that could be helpful.

    Special discounts on all CVS Health private brand items. CarePass members enjoy a 20% discount on eligible CVS Health brand products in-store and online at CVS.com, which includes over-the-counter medications, vitamins and supplements, and other personal care items. The benefit is always available on the customer’s ExtraCare card and ready to use in-store or at CVS.com.

    A monthly promotional reward that can be spent on nearly anything in the store or online. As an added thank you to customers who sign up for a CarePass membership, each member will also receive a monthly $10 CarePass promotional reward that can be used on many items in-store and online at CVS.com. The CarePass promo reward is automatically added to the customer’s ExtraCare card at the beginning of each monthly benefit cycle and expires at the end of the monthly benefit cycle.

    To help kick-off the Boston market pilot, CVS Pharmacy will host more than 20 pop-up events featuring branded trucks and cars across the area, including at Government Center and select CVS Pharmacy locations.

    Those interested in signing up for CarePass outside of the Boston area are encouraged to stay tuned for more news in the coming months, as CVS Pharmacy evolves and expands the program based on learnings from the market pilot test.

    To become a member and take advantage of CarePass benefits, members must have an active ExtraCare Rewards card. Customers who are not already ExtraCare members can sign up for both ExtraCare and CarePass by enrolling in-store or visiting CVS.com/carepass. And good news for customers all the benefits of CarePass are in addition to the everyday savings of 2% back and other rewards that already come with being an ExtraCare member.

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    Christopher Durham
    Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.