CVS Pharmacy, the retail division of CVS Health® (NYSE: CVS), is known for its ExtraCare loyalty program which offers discounts, coupons, and rewards to millions of shoppers. Publicly disclosed information reports membership of about 74 million people in Q1 2024. In 2019, the company added CarePass, a premium paid membership designed to deliver additional savings and convenience.

CVS acknowledged that as retailers expand their offerings, the proliferation of multiple loyalty programs can complicate the consumer experience and pose challenges for both customers and retailers. In a streamlining effort, CVS Pharmacy, announced the evolution of its loyalty program to include two membership tiers: ExtraCare® and ExtraCare Plus™.

At that time, Zach Dennett, Vice President of Loyalty, Omnichannel and Hispanic Formats, CVS Health, said “Now, instead of having to join various programs to unlock all the savings available to them, we’ve made it easier for our members and patients to choose from our two-tiered offerings and access the benefits that best fit their needs, including new same-day delivery and pharmacy rewards, which are now a core benefit.”

Eighteen months later, we look at the value offered by ExtraCare Plus (the paid membership tier). Here’s a breakdown of the program’s features, along with insights from Erin LeRoy, Director, Affiliate Relations at ebbo.

The Basics: Start with ExtraCare

Before joining ExtraCare Plus, you must already be a member of ExtraCare, CVS’s free loyalty program. Enrollment can be completed in-store or online, opening up these benefits:

• 2% back in ExtraBucks Rewards on most purchases
• A $3 birthday reward
• Weekly sale prices marked in-store and online
• Personalized coupons via email, app, or text
• Up to $50 annually in pharmacy-related rewards for filling prescriptions or receiving vaccines

The free program satisfies the needs of most consumers shopping in the daily spend retail category, but for those who want to upgrade and enjoy additional benefits, ExtraCare becomes an interesting option.

Membership in ExtraCare Plus costs $5 per month or $48 annually – a 20% discount for those willing to pay membership fees up front. ExtraCare Plus includes all of the free tier benefits plus:

• $10 monthly bonus reward automatically credited to your account
• 20% off CVS Health® brand products, from vitamins to personal care items
• Free 1–2 day delivery on prescriptions and qualifying CVS.com orders
• Free same-day delivery (often within three hours) for eligible store items
• Free shipping on CVS.com orders over $10
• 24/7 Pharmacist Helpline, offering guidance on prescriptions and savings opportunities

As Erin LeRoy, Director, Affiliate Relations at ebbo notes “with $120 in annual ExtraBucks, members net $60–$72 after fees—so the program more than pays for itself.” Erin summed up her participation in the program positively: “I’ve had a great experience with CarePass, and the CVS app makes it especially user-friendly. When you log in and click “Shop & Save,” you’ll see all your active offers in one place—including your $10 Monthly ExtraBucks, birthday rewards, and personalized coupons. You can easily send selected offers to your card and track them in a dedicated tab, making it simple to stay organized and shop strategically.”

Erin’s Pro Tip: If you’re in-store and want to check for applicable coupons on a product, just scan it using the app—any available offers will pop up instantly. For example, when I scanned a tube of Colgate toothpaste, the app responded with a “Whoohoo! You’ve got deals for that product” message. I was able to add the coupon to my card right then and there by tapping the green checkmark—super quick and convenient.

Consumer Value: Who Benefits Most?

Erin’s experience exemplifies the reasons why paid loyalty programs exist. In this case, frequent CVS shoppers and those who manage multiple prescriptions benefit from the layers of additional benefits and the “loyalty math” makes sense:

• Guaranteed payback: The $10 monthly reward doubles the $5 membership fee, provided you redeem it.
• Convenience: Free delivery options save trips to the pharmacy, an appealing perk for busy families, caregivers, or mobility-restricted customers.
• Savings stackability: Members can combine the monthly reward with other ExtraCare coupons and sales for larger discounts.

Erin shared what she loves most about the program:

The $10 Monthly ExtraBucks:

• As a yearly subscriber, I essentially make $6/month in net value (I pay $48/yr vs. $5/mon)—which adds up quickly and makes the membership feel like a win.

Stacking Savings:

• CVS is generous with layered promotions. Here’s a quick example from a recent trip: I bought 2 tubes of toothpaste at $11.29 each and used a $4 CVS store coupon plus a $10 manufacturer coupon. In return, I received $6 in ExtraBucks post-purchase for buying that specific product and got a surprise $2 ExtraBucks offer.

The Result?

• I paid $8.58 upfront after my two coupons AND received $8 back in ExtraBucks, bringing my actual cost to $8.58, and my perceived cost down to just $0.58 for two tubes—or $0.29 each. Pretty incredible for brand-name items.

Marketer Takeaways: Why ExtraCare Plus Matters

CVS has built a case study in subscription-based loyalty. By combining predictable rewards, convenience features, and exclusive discounts, the program creates a self-funding cycle of engagement.

It’s an example of how traditional loyalty programs can evolve into subscription models that deepen brand stickiness and generate recurring revenue. Marketers considering whether a paid or subscription program is a good fit for their brand can learn from the example of ExtraCare Plus.

1. Upselling through familiarity – CVS funnels its existing loyalty base into a paid upgrade by requiring ExtraCare first.
2. Built-in retention lever – The $10 monthly reward nudges customers into recurring shopping habits.
3. Behavioral data collection – Members engage more often, providing CVS with valuable personalization insights.
4. Simplified structure – The 2024 rebrand reduced confusion by consolidating loyalty into two clear tiers.

Marketers need to understand their audience and every subscription program has a strong focus group to support it, while occasional shoppers may not see the same value. Remember that subscription programs – just like any loyalty program – aren’t designed to meet the needs of every customer.

For example:

• The 20% discount in ExtraCare Plus applies only to CVS Health brand items, which may not align with every shopper’s preferences.
• And the value proposition disappears if you don’t shop at CVS at least once a month.
• As one customer put it on a CVS forum: “It’s only worth it if you’re in the store regularly or need prescriptions delivered. Otherwise, you might be paying for benefits you don’t use.”

But for consumers that shop at CVS at least once per month, ExtraCare Plus is an easy win. The $10 monthly reward alone offsets the membership cost, while delivery perks and brand discounts add bonus value.

ExtraCare Plus reflects a broader trend in loyalty marketing: the shift from free points programs to paid memberships that guarantee immediate value. In this case, ExtraCare Plus is a good deal if CVS is already part of your regular shopping routine.

And for marketers, it’s a reminder that the future of loyalty lies not only in discounts but also in convenience, consistency, and commitment.