Holland & Barrett is to relaunch its loyalty scheme, combining its seperate lifestyle app and membership scheme into a single refreshed programme.
From 2 February, the health and wellness reatiler will relaunch its Rewards for Life membership scheme, under the banner of H&BandMe, the current name of its recently launched lifestyle wellness app.
Combining both of its apps into one would make “rewards simpler and more rewarding” H&B said. Members would also be given greater flexibility over where and when they spend their loyalty points, including as instant rewards in store, the retailer said.
Currently, Rewards for Life members collect four points for every £1 spent, which are redeemed as monthly money-off vouchers. They can also access membership prices in store.
Under the new combined scheme, members will now be able to spend points instantly in-store or online, without needing to wait for the vouchers. Further changes would be introduced once the scheme was launched, H&B said.
“At Holland & Barrett, we’re continually listening to our customers and evolving how we can make their wellness journey even more rewarding,” a Holland & Barrett spokeswoman told The Grocer.
“Following valuable member feedback, we’re refreshing our loyalty programme to offer greater flexibility, control and value.
H&B would automatically transfer any points and balances accrued by existing Rewards for Life members to the new programme, it said.
“This evolution reflects our commitment to delivering meaningful value and a loyalty experience that fits seamlessly into our customers’ lifestyles,” the spokeswoman added. “We look forward to sharing more as we roll out additional features in the months ahead.”
It is the latest move as part of H&B owner LetterOne’s turnaround plan, and strategy to make Holland & Barrett the go-to specialist for wellness on the high street.
Despite only launching the proposition amid much fanfare, just over seven months ago H&B will retire the current H&BandMe app.
At the time, H&B hailed the free app – which enables users to track their biological age as well as other health measures – as a “significant milestone” in its strategy to become a health and wellness destination and would “transform” its customer experience.
It went to lengths to reiterate that the programme was a “personalised wellness platform” and not a loyalty scheme.
The launch and rollout was led by H&B’s then CEO of wellness solutions and chief transformation officer Tamara Rajah. However, Rajah was revealed by Retail Week to be among a number of senior execs to have quietly left the business following a reshuffle of its senior ranks following the promotion of Anthony Houghton to group CEO in August.
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