In episode 309 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Michele Driscoll, vice president of customer engagement, loyalty and personalization at CVS. Driscoll discusses recent updates to the CVS ExtraCare rewards program, how extensive customer research and feedback factored into changes made to the loyalty program, and how the retailer collected this data. She shares how CVS shoppers are utilizing its mobile app to engage with its loyalty program, why she believes these new loyalty offerings can help differentiate the retailer, and the program’s emphasis on a seamless, omnichannel customer experience. In addition, Driscoll discusses how evolving consumer expectations impacted the new ExtraCare offerings, why CVS focused on rolling out digital tools to offer customers more choices, and the metrics the pharmacy chain is tracking to measure the success of its updated loyalty program.
