CVS Pharmacy, the retail division of CVS Health, announced in a press release on Monday that customers can enroll in its paid CarePass membership at participating CVS Pharmacy locations nationwide or online at CVS.com/carepass.
The loyalty and membership program, which differs from its free ExtraCare program, offers free one- or two-day delivery on eligible prescriptions, plus CarePass members receive various other benefits when they join including free one- or two-day delivery on other eligible purchases made from CVS.com. Membership is $48 annually or $5/month for a month-to-month membership.
The retailer initially piloted the membership in Boston. On Monday CVS said that early results from its previous launch in select markets showed that "CarePass appeals to a broad consumer audience, 20% of whom are millennials" and that purchases among members are 15% to 20% higher on average.
CVS's CarePass doesn't come with the kind of extras, like entertainment streaming or photo storage, that Amazon's Prime does, but the added convenience seemed poised to attract older consumers, experts told Retail Dive last year.
The program has exceeded expectations at the company, according to a statement from Kevin Hourican, executive vice president of CVS Health and president of CVS Pharmacy.
CVS has an edge over Amazon with its nearly 10,000 locations, a key advantage in reaching Baby Boomers, according to Daniel Black, strategy consultant at brand strategy firm Vivaldi. But the company has undermined that by neglecting front-of-store operations, according to GlobalData Retail Managing Director Neil Saunders.
Still, the pharmacy retailer appears to be making inroads with millennials. In addition to the free delivery and phone consultations, members receive special discounts on CVS health brand items, including over-the-counter medications, vitamins and supplements, and personal care items. And, at least for now, CarePass also provides a $10 promotional reward each month that can be used on many items in the store or online. Members receive a monthly $10 CarePass promotional reward that can be used on many items in-store and online at CVS.com. That is added to the customer's ExtraCare card at the beginning of each month and expires at the end of the month, according to a company press release.
CarePass will also provide "a variety of surprise perks and bonus offers made available at key times throughout the year," like a free sports physical at a local MinuteClinic. CVS "will continue to evolve" CarePass and add other services and exclusive offers, according to the company release.