The retailer is enhancing its assortment visualization, targeting and planning capabilities following a comprehensive initiative to enhance its customer experience it launched in August 2021. Rite Aid is partnering with customer data science company dunnhumby to revamp its price, promotion and loyalty programs. Rite Aid and dunnhumby are utilizing customer data models and consumer-led insights to optimize these investments to improve customer value perception digitally and at more than 2,500 stores in 17 states. As part of the initiative, Rite Aid's loyalty program will be completely reimagined to deliver improved value for customers. The retailer is overhauling its capability to forecast, allocate, price and promote inventory as it is reporting mixed financial results and implementing a store closure program to reduce costs and drive profitability. In the first phase of the program, which began in November 2021, the company is closing 63 stores.