Iceland Foods has relaunched and rebranded its Iceland Bonus Card membership scheme, to kick off a major new push on loyalty.
It has renamed the initiative the Iceland Bonus Club, expanded the monetary discounts and scale of rewards available, and made it easier for members to access home delivery and other discounts.
Labelled by the supermarket as a “savings” programme, Iceland shoppers preload designated amounts on to their loyalty account, which they can then redeem on purchases in-store and online. For every £20 spent using their Bonus Card, Iceland gives members £1 back – a saving equivalent to 5%.
The new Bonus Club maintains that offer, but in a bid to push membership, Iceland is now offering £5 to any new members who register before 1 September. Existing members will receive a £2 bonus if they top up £20.
Iceland has also ramped up the perks available through the scheme, including newly launched exclusive ‘Bonus Club Rewards’, which enable members to win rewards with a number of third-party partners. It includes the chance to win a holiday with Parkdean Resorts, 90 days’ free membership to audio book platform BookBeat and Tastecard, as well 50% off Harry’s razor gift sets.
Among the other new perks, Bonus Club members will now also be able to access Iceland’s 10% discount for over-60s on Tuesdays. Iceland previously offered the perk to anyone who could prove they were over 60.
Bonus Club members will also now get access to free home delivery if they spend £40 in store.
“We’ll be looking at further ways to evolve our new-look Bonus Club across the coming months,” said Iceland executive chairman Richard Walker, announcing the “evolution” this week.
“For more than 20 years, it has grown from a simple in-store stamp savings scheme into a modern loyalty programme offering unique savings and perks,” Walker said.
“The Bonus Card will now rebrand to Bonus Club and, as it enters a new phase, it promises to give customers even more benefits, starting immediately. People joining this ‘Bonus Club Week’ will receive £5 just for signing up, then throughout the year we will give all Bonus Club members a £1 bonus for every £20 they save with us. That’s a market-leading 5% return on your savings.”
The relaunch follows what has been a major overhaul of Iceland’s core digital systems over the past couple of years. It is also targeting rollout of its newly formed retail media arm, and has been expanding its network of non-endemic partnerships as a result.
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