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Rite Aid Unveils New and Improved

Redesigned Website Highlights Company's Commitment to Wellness and Personal Customer Experience

Camp Hill, Pa. (April 22, 2013) - Rite Aid Corporation has unveiled a new, redesigned to offer a more personalized and engaging experience to Rite Aid's online customers. The new website provides visitors with easier access to Rite Aid's online pharmacy services, important health and wellness information, Rite Aid's online store, savings and more. Rite Aid worked with Razorfish Healthware, the global leader in digital and healthcare communications, on the redesign.

"Today's customer expects more from their online experience than ever before, so it's critical that our website not only meets but exceeds their expectations," said Ken Martindale, Rite Aid chief operating officer. "More than just a new look and feel, the new reinforces our brand commitment to the health and wellness of our customers. Designed with them in mind, offers a friendly and highly-personal experience, whether customers are managing their wellness+ account, shopping our online store or managing their prescriptions."

Immediately upon visiting the new, visitors will notice how much easier it is to navigate the site. After a single-sign on, visitors can reach any area of the site in three clicks or less. Key areas of the website like wellness+, pharmacy and Rite Aid's online store are prominently displayed in the header, with drop-down menus that offer convenient access to the information and services most-sought after by customers. Webpages feature clean layouts, larger pictures and provide more opportunities for Rite Aid's online visitors to share content and interact socially.

Added Martindale, "Before embarking on the redesign, we spent a significant amount of time studying and understanding what consumers want from their online experience. Our internal research showed that 80% of visitors to also visited a Rite Aid store, meaning the online experience we provide is a key driver of our in-store business. By creating a website that is easy, informative and engaging, we're not only elevating the online experience, we're setting a solid foundation for growth of our in-store business, too."

The redesign has also made it easier for all visitors, including customers, prospective employees, investors and members of the media, to access important information like company history, corporate governance, investor relations, career opportunities, details on Rite Aid's philanthropy and sustainability efforts and contact information for key departments.

More Dynamic Wellness+ Dashboard
As a key part of the company's business strategy with more than 25 million active members, a priority of the redesign was to enhance the wellness+ portion of the website. The wellness+ dashboard now offers data-driven, real-time member status; savings summaries; integration with a member's pharmacy profile; targeted offers and relevant product recommendations and personalized "portlet" programs for wellness rewards and Load2Card coupons and +UP Rewards, allowing for deeper member engagement and loyalty. 

Improved E-Commerce Experience
Rite Aid online store also received enhancements as part of the redesign, including simplified navigation through color-coded product categories; improved product photography and greater emphasis on new items. Personal product recommendations are also made based on current and past shopping behaviors.

Rite Aid Corporation (NYSE: RAD) is one of the nation's leading drugstore chains with more than 4,600 stores in 31 states and the District of Columbia and fiscal 2013 annual revenues of $25.4 billion. Information about Rite Aid, including corporate background and press releases, is available through the company's website at



Media: Ashley Flower 717-975-5718