CVS Revamps Loyalty Program into Simplified Two-Tier Offering

CVS has revamped its ExtraCare loyalty program.
Image courtesy CVS

CVS Pharmacy has evolved its loyalty program into two simplified membership tiers: the free loyalty tier will remain branded as ExtraCare, while the paid membership — previously called CarePass — has been rebranded as ExtraCare Plus. Launched nationwide in 2019, the newly renamed ExtraCare Plus program currently has more than 6.5 million members, on top of the more than 74 million members of the basic ExtraCare program.

The company touted the transition as offering great simplicity to its members while continuing to provide value to all customers. Beyond the new name, the only other change to the paid ExtraCare Plus tier is the addition of free same-day delivery (previously, members got free same-day delivery only on pharmacy orders). For $5 a month or $48 a year, ExtraCare Plus members receive a range of benefits including all the benefits of an ExtraCare basic membership. Additionally, a $10 monthly reward can used for just about any purchase, as well as 20% off CVS Health brand products, free one– to two-day shipping on online orders, free same- or next-day delivery on pharmacy orders and access to a 24/7 pharmacist helpline.

The basic no-fee ExtraCare program still includes all the same benefits as before — sale prices, personalized deals and 2% back in ExtraBucks Rewards on all purchases — with some new additions, including benefits that were previously part of the ExtraCare Pharmacy & Health Rewards program. ExtraCare members can now opt in to earn up to $50 for filling prescriptions and getting flu shots and other vaccines. ExtraCare members also will now earn that pharmacy reward twice as fast, with $2 of ExtraBucks Rewards earned for every four prescriptions filled.   

“We know people love our ExtraCare program, but we also recognize that some people want increased simplicity and added value, which is why we started to think through what we could do to turbocharge what you get with ExtraCare,” Adam Volin, General Manager of CarePass at CVS Health (who will be presumably getting an updated title soon) told Retail TouchPoints in 2023. “It’s really an ‘and’ not an ‘or’ when you’re talking about ExtraCare and [ExtraCare Plus] — the two are very much tied at the hip.”


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