Rite Aid aims to drive store sales with its new web site design

The drug store chain says 80% of web visitors also shop its drug stores.

Allison Enright

Rite Aid Corp. last month debuted a redesigned RiteAid.com that it says is easier to navigate and helps promote sales at its stores.

The redesigned home page is primarily a brand page showing the latest promotions and services available in its stores. A separate Shop button on the top navigation takes shoppers into the online store. Rite Aid says the e-commerce store features improved photography, color-coded categories and personalized product recommendations based on a customer’s shopping behavior. The site offers free shipping on all orders of $50 or more.

“The online experience we provide is a key driver of our in-store business,” says Ken Martindale, the drug store chain’s chief operating officer, noting that 80% of consumers who visit RiteAid.com also visit one of its stores. The retailer operates 4,600 stores in 31 states. “By creating a web site that is easy, informative and engaging, we’re not only elevating the RiteAid.com online experience, we’re setting a solid foundation for growth in our in-store business too.”

Consumers with Rite Aid accounts can log in and order prescription refills, view Rite Aid’s weekly ad flier and check their loyalty card accounts. The retailer says it has more than 25 million active members for its loyalty program, which is called wellness+. By logging in, these members can see their savings summaries, pharmacy profiles and targeted offers, which they can load to their cards to save money in stores.


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