Holland & Barrett is relaunching its membership scheme as part of a new loyalty push focused on simpler, more flexible rewards. The updated programme allows members to redeem points instantly in store and across channels, removing quarterly vouchers and giving customers greater control over when and how they use their rewards.
GLO23 January 2026
Holland & Barrett is set to relaunch its membership scheme as part of a renewed loyalty push aimed at making rewards simpler, more flexible and more rewarding for customers.
The health and wellness retailer is overhauling its long-running Rewards for Life programme, introducing a redesigned scheme that gives members greater control over how and when they spend their loyalty points — including the ability to redeem rewards instantly in store.
A Simpler, More Flexible Rewards Model
Under the refreshed membership offer, customers will no longer need to wait for points to be converted into quarterly vouchers. Instead, points can be redeemed immediately at the till, in smaller increments, giving shoppers instant savings on their purchases.
The changes are designed to remove friction from the existing system and respond to customer demand for more straightforward rewards. While the mechanics of how points are earned will largely remain the same, the way they are used is being modernised to better reflect current shopping habits.
Focus on Personalisation and Convenience
The relaunch also marks a shift towards a more personalised loyalty experience. By enabling points to be spent across channels — including in-store, online and via the app — the retailer aims to strengthen engagement with members and encourage repeat visits.
The updated scheme reflects a wider trend across retail, where loyalty programmes are evolving away from delayed incentives and towards real-time, flexible rewards that deliver immediate value.
Driving Engagement and Footfall
Holland & Barrett’s loyalty refresh forms part of its broader strategy to deepen customer relationships and boost footfall, particularly in physical stores. Instant rewards at the point of purchase are expected to play a key role in encouraging members to shop more frequently and feel more rewarded for everyday spending.
Existing members will be automatically migrated to the new scheme, with current points balances carried over. Customers will not need to re-register, ensuring a seamless transition as the retailer rolls out the updated programme.
Looking Ahead
By simplifying its rewards structure and increasing flexibility, Holland & Barrett is positioning its membership scheme as a core driver of loyalty in an increasingly competitive retail environment. The relaunch underscores the growing importance of loyalty programmes that are easy to understand, easy to use and closely aligned with customer expectations.
Source: Holland & Barrett
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