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Superdrug loyalty card usage surpasses four million


More than four million Superdrug Beautycards are now in use just three months since the loyalty scheme was launched, it was announced by the health & beauty retailer today.

To celebrate the initial success of the initiative the company is rolling out its first major promotional campaign in line with Beautycard this weekend, which will see customers who spend £30 in store receive £10 worth of points in their loyalty account.

Running from Friday August 19th to Monday August 22nd, the ‘Super Weekend’ offer is expected to give away more than £1 million worth of bonus points.

Every £30-plus transaction by a Beautycard holder during the four-day period will result in 1,000 points credited to their account, and each 100 points is worth £1 to spend in store. Shoppers will also earn points on their initial purchase, so a spend of £30 will see an addition of 1,030 points.

Jeremy Seigal, CEO Superdrug’s parent firm AS Watson Health & Beauty UK, said: “Our customers have embraced the Beautycard and this weekend we wanted to celebrate its success with this, our biggest ever offer.

“The best customer offers are simple, and this follows that rule.”

Beautycard is part of Superdrug’s wider plans to change its image, which last year saw the launch of the retailer’s first TV advert for a decade.

New store designs and more of a focus on online retail are also part of the business’s drive to refresh its brand.

In an interview with Retail Gazette earlier this year, Commercial Director of Superdrug Steve Jebson explained that the company needed to update itself if it was going to maintain its prominent position on the UK high street.

“I aim to make Superdrug a beacon of modernity as a place to shop,” he remarked.

“We’re not ignoring discount or value, but customers expect more otherwise they have no emotional attachment.”

Published on Friday 19 August by Editorial Assistant

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