Debenhams is playing to its strengths by overhauling its Beauty Club Reward Card in an effort to attract more members and get existing customers to spend more.
Last week, the department store retailer reported that its beauty category was one of few areas which was shoring up its performance, and helping to offset the impact of a weaker clothing market.
Debenhams is in the midst of a strategy shift led by the chief executive Sergio Bucher, which will result in more investment in the supply chain, mobile systems and stores, as well as expanding its beauty business.
As part of the expansion, the company has recruited Alesha Dixon as its new Beauty Club ambassador; the singer will front exclusive video content on Debenhams Beauty social channels throughout the year.
The guides and how-to tutorials will give customers the inside track on exclusive launches and trends, and how to earn extra points each time they shop.
Under the scheme, members get three points for every £1 spent and a £5 reward is given for every 500 points collected. Rewards validity has now increased from 6 months to 13 months; while the rewards cap has increased from £15 to £50; and points validity has increased from 12 months to 24 months.
Launched in 2009, members of the Beauty Club can use points rewarded across the stores to buy from beauty, fragrance and beauty electricals ranges in store and online.
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