Saving money at CVS should be simple.
But when CVS simplified their three loyalty programs into one membership with two tiers, they knew that making things simpler would come with its own complications.
We partnered with CVS to standardize, announce and explain the benefits, bonuses and rewards of their newly revamped loyalty program.
AGENCY:
(add)ventures
CLIENT:
CVS
STAKEHOLDERS:
Heart Haus (CVS in-house creative), CVS ExtraCare and ExtraCare Plus teams, CVS Email team, CVS Signage team, CVS Pharmacy team, Legal
MY ROLE:
Implementing a messaging system consistently across all touchpoints, wireframing and writing web copy for a landing page
CHANNELS:
CVS.com, store signage, promotional emails, triggered emails, SMS, in-store radio, direct mail, owned & paid social
Each tier would have a standardized set of benefits and value propositions.
ExtraCare Plus would also feature a "bonus reward" that the Legal team required we separate from the rest of the list of benefits.
Landing page
With so many stakeholders involved, the landing page was a balancing act. We needed to give both tiers equal weight and make them feel like they were part of the same program.
We accounted for several user states and user journeys, accessibility concerns, and component limitations.
I made sure we kept messaging consistent throughout, including benefit language, value propositions, and CTA buttons.
*Influencer content was added later under the H2 "What members are saying,"
Segment 1:
ExtraCare members enrolled in Pharmacy & Health Rewards
Segment 2:
ExtraCare members not enrolled in Pharmacy & Health Rewards
Segment 3:
ExtraCare Plus members enrolled in Pharmacy & Health Rewards
Segment 4:
ExtraCare Plus members not enrolled in Pharmacy & Health Rewards
Segment 1
For ExtraCare members enrolled in Pharmacy & Health Rewards, we led with announcing the new way to earn rewards. We then reminded them of their current benefits and closed with an offer to upgrade to ExtraCare Plus.
Segment 2
For ExtraCare members not enrolled in Pharmacy & Health Rewards, we led with a reason to sign up. We then reminded them of their current benefits and closed with an offer to upgrade to ExtraCare Plus.
Segment 3
For ExtraCare Plus members enrolled in Pharmacy & Health Rewards, we led by announcing the rebrand. We then reminded them of their benefits, explained the new ways to earn, and closed with a link to the ExtraCare landing page.
Segment 4
For ExtraCare Plus members not enrolled in Pharmacy & Health Rewards, we led with announcing the rebrand, gave them a reason to sign up for rewards at the pharmacy, and closed with a link to the ExtraCare landing page.
Pharmacy animated
Front counter signage
A counter mat explains the benefits and bonuses of each membership tier side-by-side. It includes the same wording for each benefit and the same CTAs as the landing page and emails.
A double-sided register topper announces the rebrand to shoppers, and provides a talking points to the store associates.
Pharmacy Counter Signage
A counter mat explains the the Pharmacy & Health Rewards program and shows the viewer the different ways to earn rewards.
A double-sided bag-stuffer mimics the front store counter mat, breaking down the benefits and bonuses of each tier.
Pharmacy animated signage
An animated screen broadcasts to patients waiting for their prescriptions.
This images would slide through, explaining the the Pharmacy & Health Rewards program and shows the viewer the different ways to earn rewards.
A little something extra
The direct mailer uses many of the assets established elsewhere in signage and the landing page, while infusing brand voice and language that would be seen elsewhere in the campaign.
