CVS Shoppers Get Green for Going Green

CVS customers looking to help the planet stay green can now earn some green for their eco-conscious efforts. The pharmacy chain, this week, launched its new “GreenBagTag” program. The effort awards eco-friendly shoppers a cash reward for choosing to forgo plastic bags.

CVS ExtraCare loyalty cardholders who choose reusable bags or opt to carry out their items in hand can scan their GreenBagTag at checkout. On every fourth scan, customers will earn a $1 CVS Extra Buck that can be used in-store and online as a thank you reward on future CVS purchases.  The GreenBagTag, which is made from 100 percent recycled material, is available for purchase at all CVS locations for 99 cents.

“Our customers have shown an increasing interest in eco-friendly practices and products,” said Melissa Studzinski, director of relationship marketing for CVS/pharmacy. “GreenBagTag was a natural evolution for us in taking the ExtraCare loyalty program to the next level. Now our more than 62 million cardholders have an ongoing incentive to forgo plastic bags. We view these types of initiatives as increasingly important and are very proud that GreenBagTag will reward shoppers for taking a small but meaningful step towards helping the environment.”

Many retailers have recently adopted programs that push for customers to opt for more eco-friendly bagging options at checkout. But recent research shows that simply putting an eco-friendly retail initiative in place isn’t enough to ensure adoption among consumers. A study conducted by Continuum, a global innovation and design consultancy, in July 2009 found that consumers tended to go green when it’s of direct benefit to themselves and their families.

According to Kristin Heist, design strategist for Continuum and one of the study’s leaders, CVS is taking the right approach. “One of the things that feels right is that they are making the rewards for the customer explicit and they are putting it together with a loyalty to CVS,” said Heist. “That seems to be where the big wins happen—a win for the consumer and a win for the environment. When the consumer is not having to sacrifice anything personally in order to get that win.”

Publish date: October 28, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT