Holland & Barrett to launch targeted promotions following £16m Oracle investment

Holland & Barrett: targeting shoppers based on transaction history

Holland & Barrett: targeting shoppers based on transaction history

NBTY Europe, owner of Holland & Barrett, has revealed a series of new promotional opportunities for suppliers during an annual briefing event.

The capabilities are linked to the retailer’s investment in new Oracle technology which provides suppliers with the ability to give discounts and vouchers to customers, based on their purchasing history.

Holland & Barrett told more than 400 suppliers earlier this month that it had invested £16m into the Oracle ORPOS platform, which will also provide its ATG engine for the retailer’s coming e-commerce platform.

Among the menu of marketing options available for suppliers to use are in-store video screens, bounce-back coupons given at the till, targeted promotions to customer segments, website placements and use of content on e-commerce sites.

The retailer has been upgrading its entire store estate to the Oracle till system at the rate of 50 stores per week – with the first Oracle-driven promotion going live on 22 May 2014.

Kyle Rowe, NBTY Europe’s group trading director stressed the new promotional options would complement flagship offers like the Holland & Barrett Penny Sale and Everything and Anything sales.

“The fact we can tell you who is purchasing your products, when they buy, how often and where they buy is a game-changer,” said Rowe.

“As health and wellbeing customers become more omni-channel in their shopping habits, the ability to effectively target them with bespoke offers means marketers can be more efficient with their spend, and directly link activities to sales.”

The new Oracle technology will also run Holland & Barrett’s Rewards for Life loyalty card scheme, which now has more than 10m cardholders in circulation.

NBTY Europe said it expected to roll out the Oracle system to its other brands including GNC in the UK, De Tuinen in the Netherlands and Essenza in Belgium by the end of the year.

Suppliers at the event were also reminded of their obligations to ensure their supply chains met NBTY Europe’s stringent criteria in light of the upcoming Government report on Food Crime.

Additions to NBTY Europe’s policies on supply chain include random testing of food products received to its warehouse, plus increased scrutiny of finished goods products to ensure both labelling and raw-materials meet standards.