Rite Aid is partnering with Adobe and its cloud-based technology to better personalize “health and wellness experiences” for the drugstore chain’s customers.
The move comes as online retailer Amazon expands in the healthcare business and retail pharmacy in particular with its purchase last year of PillPack. Meanwhile, Rite Aid rivals like CVS Health and Walgreens Boots Alliance, which has a partnership with Microsoft, are stepping up their efforts to create drugstores of the future and new health delivery models.
“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,” Rite Aid said Monday in the announcement. Financial terms of the deal weren’t disclosed.
Rite Aid said it will work with a team of Adobe specialists who will also provide “strategic guidance and operational support” during the partnership. “With Adobe’s Experience Cloud and their team of specialists, Rite Aid is well positioned to deliver an omni-channel shopping experience that is intuitive, personalized and seamless both online and in-store, and further connects our pharmacists to patients,” Rite Aid CEO John Standley said in a statement.
In healthcare, medical care providers are under pressure to get healthcare treatment right the first time as reimbursement payments move from fee-for-service to value-based care models that measure how well care is delivered. Rite Aid said Adobe’s cloud technology and “experience platform” can pull data from multiple sources, organizing it in an “actionable way.”
“From medication reminders to customized promotional offers, Adobe Experience Cloud will enable Rite Aid to continue to be the trusted partner for our customer’s health and wellness needs,” Rite Aid senior vice president and chief information officer Justin Mennen said.