Holland & Barrett has forecast its bespoke subscription service for vitamins, minerals and supplements will contribute an additional 13% to its online sales by 2020.
Its personalised vitamin subscription boxes initiative, Healthbox, has already helped achieve a 1.3% uplift in overall sales since it was launched in October 2018. The service allows customers to receive boxes designed specifically for them based on their answers to an online health and diet questionnaire and qualified nutritionists’ advice and recommendations.
Healthbox has also helped Holland & Barrett attract younger customers, attracting double the proportion of 18 to 24-year-olds that its online offering as a whole does.
Customers who have already used Healthbox have given it an average rating of 4.6/5, and 81% said it ‘enhanced their view’ of the retailer and what it offers, according to Holland & Barrett. Almost all (92%) subscribers to the service were happy with the supplement, vitamin and mineral recommendations they were given and 53% said they would recommend it.
The boxes, which start at £19, contain enough supplements for 28 days, and customers have the option of signing up for a one-off purchase or a monthly subscription.
”As we’ve evolved as a retailer, so have our customers, and the way they consume supplements as part of a hectic lifestyle,” a Holland & Barrett spokeswoman told the Grocer. ”Unlike other letterbox subscription services, our Healthbox combines a huge array of our specially selected supplements, alongside advice from nutritional experts who are qualified to advise up to A-level standard in nutrition.”
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