Rite Aid Unveils Rebranding Initiative

Taking the next step in its transformation, Rite Aid said it has launched a refreshed brand with an advertising campaign that demonstrates its commitment to provide the fusion of traditional medicine and alternative remedies to help consumers not just get healthy, but get thriving.

The brand refresh also includes a new brand identity that is rolling out across the chain, whole health merchandise, a refreshed digital experience, and its new Store of the Future store prototype currently piloting in select markets.

“This is an important milestone in our relentless pursuit of becoming the preeminent whole health destination. We’re charging forward on our journey to revitalize the chain drug store experience— store by store, community by community— and today we’re ready and excited to invite customers to join us on this journey,” said Jim Peters, chief operating officer, Rite Aid. “Customers will soon take notice as the look and feel of our stores is being refreshed, our merchandising mix evolves to an assortment that best supports whole health, and perhaps most importantly, our trusted neighborhood pharmacists are empowered and qualified to consult not simply on traditional medicines, but alternative remedies as well. We’re redefining an industry, and aspire to get each one of our customers to thrive.”

Rite Aid’s 30-second television spot highlights the “Perfect Fusion” of traditional medicine and alternative remedies. At the center of this fusion are the company’s more than 6,300 trusted neighborhood pharmacists.

In recent months, Rite Aid also launched a completely modernized online experience through RiteAid.com and its mobile app, kicking off a digital refresh that provides customers with an elevated user experience. The enhanced RiteAid.com and mobile app feature a fresh, modern look with personalized content, intuitive navigation and a more user-friendly online shopping cart.

The whole health experience carries through Rite Aid’s retail and digital footprint— the product assortment is shifting based on the insight that Rite Aid’s growth target consumers increasingly crave products that are conducive to a healthy and balanced lifestyle. The merchandising mix also includes a shift toward alternative remedies that support whole health, with products that help customers get better sleep, alleviate stress, support immunity, and address pain as major focus areas for Rite Aid.

The company also recently introduced its first two “Stores of the Future”— a modern store design concept focused on whole health— in Etters, PA, and Littleton, NH. The third “Store of the Future” opened today in Moscow, PA, with additional locations rolling out in select markets in the coming months.