Health food retailer Holland & Barrett is piloting a customer loyalty programme in 40 selected stores in the Midlands, Yorkshire and Lancashire.
The Rewards for Life programme is free for customers to join and will offer them four points for every £1 spent in store, online and via direct mail. The points will be turned into coupons, which customers can then spend in store on products of their choice.
According to Holland & Barrett, the programme is part of its commitment to prioritise its customers with 2011 being highlighted within the business as ‘Year of the Customer’.
Phil Geary, group marketing director at parent NBTY Europe’s, said: “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.
“Today’s consumers are no longer passive and know what kind of shopping experience they want. The launch of this programme is in response to feedback we have received from customers and 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.”
Holland & Barrett said all store staff taking part in the pilot have been rained and have ongoing access to a dedicated team at the comapny’s support centre in Nuneaton. Customers will also have access via telephone to a team who will be able to answer queries about membership, points balance or the rewards.
Geary said: “This is an exciting time for Holland & Barrett and this launch demonstrates our commitment to customer service and works towards achieving our objectives and vision for the future of the company.”