Social Media Drives CVS Loyalty

WOONSOCKET, R.I. — CVS/pharmacy runs the nation’s largest loyalty program, offering 69 million cardholders 2% back on select purchases, plus other discounts. Problem is, not everyone redeems their “ExtraBucks” rewards.

Social media have helped change that. The drug store chain hopes to boost ExtraBucks redemptions through its “Money Trashers” campaign.

Money Trashers uses Facebook, Twitter and CVS.com to help prevent customers from “trashing” their ExtraBucks rewards. Since launching in July, the campaign has featured several new components.

CVS recently concluded an “I’m not a Money Trasher” photo contest on Facebook. ExtraCare members were asked to share pictures showing how they like to redeem their rewards. More than 1,000 photos were entered. The photo with the most votes received the grand prize of $2,000 in CVS/pharmacy gift cards.

“[It] was a new way for us to engage with our community,” said CVS spokeswoman Erin Pensa.

Money Trashers is one of a growing number of social media promotions from CVS. Every time it has a new initiative, CVS tries to incorporate social media.

“We’re always thinking of fun and creative ways to use social media to engage with shoppers and help them connect with each other,” she said.

CVS has discovered that customers value being able to access exclusive discounts and sneak peeks via Facebook and Twitter.

“This additional avenue for savings, communication and fun aligns with our fundamental belief in giving our customers the choice in how they want to engage with us,” said Pensa.

This past holiday season, the drug chain created a video campaign featuring bloggers shopping at CVS/pharmacy for their favorite deals. It linked the videos Facebook and Twitter.

Additionally, CVS frequently engages Twitter followers in giveaways around gifting seasons. Followers were invited to participate in a Valentine’s Day-themed candy giveaway. Participants were selected at random to win boxed candies and other treats. 

Other Facebook initiatives have included exclusive savings such as the “Holiday Shopping Quiz” at Facebook.com/CVS that allowed shoppers to get a 20% off shopping pass.

Facebook has hosted a number of health chats with pharmacists and other experts to inform customers about health issues like diabetes and allergies.

These events, which take place every other month, provide an excellent forum for followers to ask questions and get real-time answers from health professionals, Pensa said.

 CVS also has a dedicated social media presence for its year-old ExtraCare Beauty Club. An extension of CVS ExtraCare Rewards, the club offers members a 10% off beauty shopping pass upon enrollment, $5 in ExtraBucks rewards with every $50 in qualifying beauty purchase and $3 in ExtraBucks rewards on the member’s birthday as well as special beauty offers throughout the year. Members also receive email newsletters with exclusive coupons, tips and new product information. More than 9 million members have signed up since last year.

Members can follow the club on Facebook (www.Facebook.com/CVS Beauty Club) and on Twitter (www.twitter.com/CVS Beauty Club).

Facebook and Twitter followers get exclusive content from the Beauty Board, a panel of beauty care and style experts. Members include Mickey Williams, a celebrity makeup artist and hairstylist; Nichelle Pace, founder and editor of the “StyleMom” blog; and Keiko Lynn, an emerging fashion designer and style writer.

 Fans can interact with the Beauty Board by asking questions through monthly Facebook chats.

“These communities are a great way for us to connect our customers with beauty experts for tips, and to join the conversation around beauty topics so we are keeping our members engaged and learning what they care about,” said Pensa.