Rite Aid Partners With Adobe On Customer Insights Strategy

Retail pharmacy chain Rite Aid has answered the siren’s call of Silicon Valley’s tech solutions and have turned to the cult of cloud to enhance their customer’s online and in-store interactions. In a recent statement, the corporation announced they have partnered with Adobe to engage consumers with a personalized health and wellness experience across all business contact points.

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“Developing deeper relationships with our customers is a key focus for Rite Aid,” said John Standley, CEO of Rite Aid. “Establishing partnerships with best-in-class brands like Adobe is critical to Rite Aid’s digital transformation and ability to deliver on the changing needs of today’s customers.”

Data-driven technologies have become a key component for any business looking to up their customer engagement game. Using information gathered from various sources – such as purchase choices, web and app activity, and pharmacy visits – Rite-Aid and Adobe can build a customer profile that delivers an “intuitive, personalized and seamless” shopping experience for their users.

With ecommerce giant Amazon entering the health space and retail competitors CVS Health and Walgreens Boots Alliance turning to Microsoft for all their data insight needs, the pressure to put together the pharmacy of the future is real for Rite Aid. Healthcare’s value-based reimbursement model has also created challenges for medical providers who are feeling the push to ‘get it right’ the first time. Adobe’s Experience Platform is designed to compile a customer’s data and create actionable insights that may be able to inform clinical decisions.

“By utilizing Adobe Experience Cloud, Rite Aid will have access to deep customer insights enabling the company to personalize the Rite Aid experience for millions of customers, while also creating more opportunities for our pharmacists to provide clinical services and value-based care,” said Justin Mennen, senior vice president and CIO, Rite Aid. “From medication reminders to customized promotional offers, Adobe Experience Cloud will enable Rite Aid to continue to be the trusted partner for our customers’ health and wellness needs.”

“Adobe Experience Cloud will enhance Rite Aid’s ability to offer more consistent, compelling and continuous customer experiences across all customer touch points by connecting Rite Aid’s pharmacy, retail stores and online customer journey,” he added.

Best known for their creative software, Adobe has been quietly going about the business of building up its online marketing and data analytics services since 2009. They acquired Utah-based Omniture and launched the Adobe Marketing Cloud and Adobe Analytics Cloud shortly after. Known as their “customer intelligence engine”, their analytics platform has gained momentum in recent years with their customer base more than doubling in a three year span.

Pennsylvania-based Rite Aid was founded in 1962 and is currently one of America’s largest drug store chains. After only ten years of operation, Rite Aid was operating 267 locations in ten states and grew to over 2,000 locations after the acquisition of two competing pharmacy chains in the 1980s. In 2018, it was ranked number 94 on the Fortune 500 list of largest US corporations based on total revenue with annual revenues in excess of $21.5 billion.