Superdrug is enhancing its Health & Beautycard loyalty scheme with a ‘VIP’ level that will reward shoppers who spend more with the retailer.
The new rewards programme is rolling out on its app and website today. Every time a customer reaches a spend threshold, they will unlock a reward, such as discounts off its own brand products or free delivery.
Once a member of its loyalty scheme reaches a spend of £300, they will be awarded VIP status and automatically be eligible for 12 months of extra offers. These promotions include ‘always on’ offers such as 10% off own brand lines and beauty services plus new rewards, which will launch on the app every other month.
Superdrug revealed that over 150,000 of its customers will automatically qualify as a VIP member and will instantly be able to avail of benefits for a whole year when the rewards go live.
Shoppers will also be able to use the ‘always on’ rewards in conjunction with other Superdrug offers such as its Star Buys and Members-only prices.
Matt Walburn, eCommerce Director at Superdrug, said: “We are excited to bring the new app and introduce VIP Rewards to our shoppers. 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 that shoppers 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.”
NAM Implications:
- Added inducement for loyalty.
- Key is the rewards are via own-label.
- Therefore, brands need to add appeal in Superdrug to right the balance.
