WOONSOCKET, R.I. — As the vice president of price and value at CVS Pharmacy, Michele Driscoll leads her team in the strategy and execution of everyday pricing, weekly promotions and personalized deals in the front store. It’s a role that she thoroughly enjoys, because it starts with the customer at the center of the company’s strategy.
She notes that joining CVS Health after over 10 years in the consulting industry was certainly a career highlight. “I was excited to join the CVS retail business, and I’ve been proud to lead several key growth initiatives in my tenure with the company. In the 2000s, I was especially proud of our acquisition integrations for both Eckerd, where I served as the overall acquisition program lead, and Longs, where I served as the retail merchant lead. In the last decade, as a vice president on the front-store leadership team, I’ve been honored to play key leadership roles in the innovation of our pricing, promotional, loyalty and omnichannel digital strategies. I’m particularly proud of the deeper personalization and digital innovations that are driving increased customer engagement with ExtraCare. I look forward to continuing my career journey with CVS — combining my passion for our customers with my deep understanding of our retail business to lead impactful innovations that deliver profitable growth.”
She says, “I’m responsible for the vision, innovation, development and deployment of our everyday retail pricing strategy, our promotional event strategies and our personalized coupon strategy. I truly enjoy the opportunity to lead my amazing team as we dive deep into understanding customer behavior and imagine new ways to engage and meet our customers’ health and wellness needs. The ExtraCare program has provided nearly two decades of customer insights and learnings. Those insights help us continually innovate and develop new pricing strategies and highly personalized offers, and promotional deals and events that bring tremendous value to our members and inspire them to shop at CVS.”
She says that over the past two years CVS has seen strong growth in digital adoption, engagement and omnichannel shopping as its customers have looked for ways to order health, wellness and other essential products online or make their trips to the store more efficient, affordable and convenient.
“Value has always been an important factor for CVS customers, and we continue to see tremendous interest and engagement with the savings, deals and rewards that we provide through ExtraCare. We send personalized deals and rewards through email, direct mail, SMS (text messages), and in the CVS Pharmacy app — and there is an excitement that drives members to enroll across channels. Our digital channels are key for delivering value through personalized deals and rewards, and customers who are on our email list save 2.5 times more than those who do not subscribe.”
She points out that CVS has made several advances that ensure a personalized, digital-first experience for its customers. “With the launch of Buy Online and Pick-Up In-Store, the added functionality — available at CVS.com and in the CVS Pharmacy app — makes it easier for customers to personalize their shopping experience to best meet their individual needs. Our omnichannel strategy is focused on creating simplicity by mixing the digital with the in-store experience seamlessly and in concert with customer preferences.”