Rite Aid Corp. has launched a revamped website that the drug chain said provides a more personalized and engaging experience to online customers.

Rite Aid, RiteAid.com, website redesign, revamped website, wellness+, online pharmacy services, Rite Aid online store, Ken Martindale, Razorfish Healthware, online experience, Load2Card coupons, +UP Rewards, loyalty program

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Retail News Breaks Archives

Redesigned RiteAid.com goes live

April 22nd, 2013

CAMP HILL, Pa. – Rite Aid Corp. has launched a revamped website that the drug chain said provides a more personalized and engaging experience to online customers.

Rite Aid said Monday that the redesigned RiteAid.com offers improved site navigation and easier access to online pharmacy services as well as an enhanced area for the wellness+ loyalty program, key health and wellness information, the retailer's online store and savings.

RiteAid.com's new look and feel brings improved site navigation and easier access to pharmacy, shopping and rewards functions.

After a single sign-on, RiteAid.com visitors can reach any area of the website in three clicks or less, the company noted. Key sections of the site like wellness+, pharmacy and the Rite Aid online store are prominently displayed in the header, with drop-down menus that offer quick access to the information and services most sought by customers.

The site web pages also sport clean layouts and larger pictures plus provide more opportunities for visitors to share content and interact socially, Rite Aid added.

"Today's customer expects more from their online experience than ever before, so it's critical that our website not only meets but exceeds their expectations," Rite Aid chief operating officer Ken Martindale said in a statement. "More than just a new look and feel, the new Riteaid.com reinforces our brand commitment to the health and wellness of our customers. Designed with them in mind, Riteaid.com offers a friendly and highly personal experience, whether customers are managing their wellness+ account, shopping our online store or managing their prescriptions."

A priority of the redesign was to optimize the wellness+ portion of the site, according to Rite Aid, whose loyalty program now has over 25 million active members. The wellness+ dashboard now offers data-driven, real-time member status; savings summaries; integration with a member's pharmacy profile; targeted offers and relevant product recommendations; and personalized "portlet" programs for wellness rewards and Load2Card coupons and +UP Rewards, allowing for deeper member engagement and loyalty, the retailer said.

Enhancements to the Rite Aid online store include simpler navigation via color-coded product categories, improved product photography and greater emphasis on new items. Personal product recommendations are also made based on current and past shopping behaviors.

Rite Aid said it worked with digital and health communications provider Razorfish Healthware on the chain's website redesign.

"Before embarking on the redesign, we spent a significant amount of time studying and understanding what consumers want from their online experience," Martindale explained. "Our internal research showed that 80% of visitors to Riteaid.com also visited a Rite Aid store, meaning the online experience we provide is a key driver of our in-store business. By creating a website that is easy, informative and engaging, we're not only elevating the Riteaid.com online experience, we're setting a solid foundation for growth of our in-store business, too."

Rite Aid added that the redesign has also made it easier for all Riteaid.com visitors — including customers, prospective employees, investors and members of the media — to access important information like company history, corporate governance, investor relations, career opportunities, details on the company's philanthropy and sustainability efforts, and contact information for key departments.