H&B pilots 'Rewards for Life' loyalty scheme

Holland & Barrett is piloting a new customer loyalty programme across 40 selected stores in the Midlands, Yorkshire and Lancashire called ‘Rewards for Life’.

For every £1 customers spend in-store, online, or through mail order they pick up four points. The points are then turned into coupons which customers can spend on products of their choice. The programme is free to join.

Phil Geary, NBTY Europe’s group marketing director, the parent company of Holland & Barrett, said: “Today’s consumers are no longer passive and know what kind of shopping experience they want.”

“The launch of this programme is in response to feedback we have received from customers and it is as important to us to retain our existing customers by meeting their demands, as it is to encourage new faces into our stores.”

Commenting on the development Marketing Week magazine said H&B was “following the likes of The Perfume Shop, Space NK and Superdrug” as high street chains intensify efforts to retain customers.

• Figures released by the British Retail Consortium and KPMG show that retail sales saw its biggest monthly drop nationally since 1995 with like-for-like sales dropping by 3.5% in March.