Superdrug is overhauling its loyalty scheme as part of plans to make it a digital-first programme in a move the retailer insists will boost its customer experience strategy.
All Health & Beautycard holders and Superdrug.com members will now automatically be updated to the new VIP Rewards platform when they log in.
Every time a member reaches a spending threshold, they will unlock a reward, such as 20% off own brand products, or free delivery. Once a member reaches a spend of £300, they will reach VIP status and will automatically be eligible to access 12 months of offers.
These will include “always on” deals, such as 10% off own brand and beauty services, plus new rewards, which will launch on the app every other month. Customers will also receive extra “surprise” rewards throughout the year, the retailer said.
Superdrug ecommerce director Matt Walburn explained: “We wanted to reward our loyal customers with offers that they would find useful and be able to use day to day on products we know they love.
“We also wanted to make sure the rewards were accessible for a good amount of time. Allowing shoppers to remain as a VIP for 12 months after reaching the threshold of £300, means they can take full advantage of all of our promotions, using stackable discounts to get fantastic prices.
“The new VIP Rewards scheme also sees us starting our journey to move from physical cards to an app based loyalty scheme, enhancing our offline plus online initiative to engage and improve the customer experience.”
Related stories
Retailers urged to use rewards to build ‘true brand love’
Loyalty clubs helping retailers and shoppers fight crisis
Robert Dyas unveils first loyalty scheme in 150 years
Loyalty clubs see major boost from member-only offers
Brits turn to loyalty schemes as purse strings tighten
