This week, Essential Retail published an article about Holland & Barrett’s new strategy to leverage loyalty data, in which Starcount is playing an integral role, describing the transformative impact we have already made.
Holland & Barrett Group Digital Director Emma Mead discussed their Rewards for Life loyalty scheme and how Starcount will take the retailer’s loyalty scheme “to the next level” by drilling down on individual products to find out which drive the most sales.
Of the 7 million people who are signed up, Mead said: “It’s a great experience to give our customers and it’s great for us to understand what is important to them, how they buy, what they shop, and what categories are important to them.”
Mead described the very different decisions the retailer was already taking based on the insights it gains from what the business calls its “loyalty lens”.
“The thing is a product might not provide the biggest revenue, but loyal customers are shopping those products, so we shouldn’t be shrinking the space.”
One particular example of the insight is mentioned, detailing a watermelon seeds product. “Watermelon seeds are quite a niche product but early analysis with Starcount found it had a very high composite rank in our loyalty lens, so we definitely needed to keep and retail the product”, said Mead.
Since then the business has even asked store staff to taste the seeds to better help any customers enquiring about them.
The piece also describes the benefits from Starcount’s insights to improving email communications with customers, tailoring offers depending on their shopping habits.
On May 9th, Starcount and Holland & Barrett announced their new partnership, that will see the retailer pushing a three-year transformational strategy.
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