Health food giant Holland & Barrett is turning to Starcount – the agency run by former DunnHumby duo Edwina Dunn and Clive Humby – to add some Clubcard-style mettle to the firm’s ‘Rewards for Life’ loyalty programme.
The move, which is part of Holland & Barratt’s three-year transformation plan, is designed to help the retailer to enhance customer understanding to improve its value proposition and best serve evolving customer needs.
Earlier this year, the retailer hired Argos retail and operations director Steve Carson to a newly created role of managing director, with a brief to drive the digital transformation of the brand. While at Argos, he created the retailer’s digital store concept.
Starcount has been tasked with generating data-led insights, enhancing offer and content personalisation through the loyalty scheme, which currently has over 7 million active members in the UK.
Rewards for Life is a key tool for customer insight and engagement and is central to helping Holland & Barrett ensure it is faster, more commercial and acutely focused on customers.
Holland & Barrett chief executive Peter Aldis said: “Starcount has highlighted significant incremental opportunities for the business from taking a more data and customer driven approach, and we look forward to working together to activate these.”
Starcount CEO Dunn added: “Our expertise is the science of purchase and intent, understanding the drivers behind Holland & Barrett’s customer purchases to help deliver growth and profitability, ensuring an unrivalled customer experience.”
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