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Superdrug unveils new VIP loyalty scheme as it moves away from physical cards

Sophie Smith
25 October 2023

Superdrug has launched a new VIP Rewards Loyalty Scheme as it looks to improve its customer experience across all channels. 

The new scheme comes as the retailer moves away from physical cards to an app-based loyalty scheme, hoping to "enhance its offline plus online initiative to engage and improve the customer experience".

It will allow Superdrug's Health & Beautycard members to earn rewards on spend online and in-store.

Every time a customer reaches a spend 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 enjoy 12 months of exclusive offers.

This includes ‘always on’ offers such as 10% off own-brand and beauty services plus new rewards, which will launch on Superdrug's app every other month. It will also surprise VIPs with extra rewards throughout the year.

The ‘always on’ rewards can be used in conjunction with other Superdrug offers such as star buys and members only prices.


Matt Walburn, Ecommerce Director at Superdrug, said: "We are excited to bring 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."

The new rewards scheme will automatically update for all current Health & Beautycard members from today, 25 October 2023.

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