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Holland & Barrett launches loyalty scheme
3 Oct 2011

Health and beauty retailer Holland & Barrett has begun the rollout of its new loyalty scheme across its network of stores in a bid to encourage more custom.

According to Marketing Week, the brand's Rewards for Life initiative provides members with a number of benefits, including offers and money off a long list of products.

After trialling the scheme in April this year, the company - owned by food group NBTY - saw 200,000 shoppers sign up, with three million forecast to join in the first 12 months.

The programme, which is set to be backed by a TV campaign fronted by presenter Gethin Jones, offers four points for every £1 spent in-store, the same as the Boots Advantage card.

Group Director of Marketing Phil Geary said: "Holland & Barrett has very loyal customers and we believe the scheme is rewarding those customers, as well as hopefully attracting new ones."

The retailer is Europe's leading supplier of vitamins, minerals and herbal supplements and operates more than 620 stores across cities and towns in the UK and Ireland.