Customer Loyalty Innovation
Creating America's most successful loyalty card program
- Pathfinder collaborated with CVS/pharmacy over a 5 year period as their primary research agency to help develop and optimize the CVS ExtraCare Card program.
- Pathfinder used their 10 years of experience managing the CVS longitudinal continuous tracking study with over 14,000 customer and prospect interviews annually to better understand the spending patterns of primary front store and pharmacy customers, with and without an ExtraCare card, to understand the dollar spend loyalty impact of being a cardholder.
- Flexible modules were periodically inserted in the tracking study to test different program attributes and extensions to innovate the delivery of ExtraBucks and create the CVS Internet Shopper panel for ongoing customer feedback.
- Immersion Learning via in-store shop-alongs and Innovation Workshops were conducted to get motivational feedback and help iterate new program benefits around in-store promotions and savings and new lifestyle extensions.
Today the ExtraCare Card program has more than 50 million members.