Health and beauty retailer Superdrug is now offering shoppers a loyalty card that also serves as a compact vanity mirror in a bid to better understand shopping habits whilst rewarding customers with loyalty points which can be redeemed for discounts against new purchases.
The scheme was launched on the 11th of May and shoppers can now pick up a Beautycard in store. Presenting the loyalty card at the point of sale allows customers to earn 1 point for every £1 spent, which can then be redeemed in 100-point batches which are worth a £1 discount from further purchases – equivalent to a 1% cashback rate.
Superdrug Beautycard vs Boots Advantage Card
The launch of the Superdrug reward programme has been seen as a move to rival the Boots Advantage Card loyalty scheme, which has a similar points based collection system that can be redeemed on selected products and gifts – however there are a few differences, which are as follows:
- The Boots Advantage Card scheme earns 4 points for every £1 spent, with each point worth 1p on redeemable products – equivalent to a 4% cashback rate, making it 4x times as generous as the Superdrug Beautycard.
- The Superdrug Beautycard points can be reclaimed as a discount (in multiples of 100 point batches) as part payment towards nearly any purchase with the remainder paid in cash, whereas the Boots Advantage Card requires accumulation of points to redeem the full value of the reward - and which is restricted to those products offered by the Boots Advantage scheme.
Overall, the benefits of either loyalty card scheme should be balanced and judged on the basis of a like-for-like comparison by calculating the final purchase price minus the loyalty points discount – after performing a price check at both Superdrug and Boots stores to determine the best deal.
In perspective, the benefits of using the loyalty cards is ultimately a win for the consumer as it offers something for nothing on your purchases. Superdrug will also learn about customer buying patterns and preferences and be able to better target promotions to card members.
The choice of name for the ‘Beautycard’ may prove to be a slight limitation or lead to a reduced uptake among male members of the population. The Superdrug Beautycard is also trying to win its way into handbags and pockets by serving a practical function as a compact mirror.
As an introductory offer, the Beautycard can be used to earn 10 points for every £1 spent for a limited time only (expires 07 June 2011).
However, Superdrug will also feature the chance to earn double and triple points or more on special promotional products which are refreshed every 4 weeks.
The Beautycard “Smallprint”
Some important points to consider when committing to the Superdrug loyalty scheme, the Beautycard FAQ states that you must have used your Beautycard within the last 12 months in order to keep your account open and thus avoid losing your points – furthermore, points accrued must be spent within 24 months.
There are some exceptions as to what you can earn points from and spend points on, which includes: “stamps, mobile top-ups, prescription medicines, infant milk formula and the purchase of gift cards.”