Holland & Barrett has launched a customer loyalty scheme, dubbed Rewards For Life.

A pilot scheme began this week in 40 stores across the Midlands and the north of England.

Phil Geary, marketing director at parent company NBTY Europe, said the retailer was piloting a reward scheme in response to customer feedback.

“The loyalty programme is fundamental in working towards meeting our customers’ needs, rewarding them for shopping with Holland & Barrett and tailoring our communication with them,” he said.

“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.”

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