Rite Aid kicked off its 18th annual Miracle Balloon campaign on April 1 benefitting Children’s Miracle Network Hospitals and, for the first time, is giving customers a way to make a donation via their handsets.

Rite Aid is building on the company’s existing mobile strategy with the launch of its first application designed to make it easy for on-the-go customers to refill prescriptions and manage their loyalty account.

Rite Aid has rolled out an SMS service that alerts customers when their prescriptions are ready to be refilled or picked up.

NEW YORK – Case studies at the MMA Forum from brands such as the NHL’s Chicago Blackhawks and Rite Aid illustrated how to drive retail sales through mobile marketing.

Rite Aid saw a significant increase in store traffic by providing coupon offers to consumers via mobile.