Superdrug celebrates five years of its Health & BeautyCard loyalty card scheme next month (May), and will mark the occasion by offering customers its biggest ever package of benefits. This includes making more than 5,000 products cheaper or featuring bonus points exclusively for Health & BeautyCard members.

Since launching in 2011, the Superdrug Health & BeautyCard card has become a fixture in handbags and wallets across the nation and currently has more than ten million members in the UK and Ireland.

Participation in the programme has increased year on year, and promotions such as “Treat Thursdays”, which offers exclusive deals for Health & BeautyCard holders, continue to drive engagement, says the retailer. In total, more than 500,000 customers took advantage of a Treat Thursday offer in 2015.

Superdrug estimates that every year, members save more than £5 million by using their Health & BeautyCard, which allows them to pay for their shopping with a combination of points and payment.

Points and benefits can be collected in store through the card, online and through the Superdrug APP, which launched last year. The APP offers an interactive shopping experience, notifying users of special offers and promotions when they walk into store and allowing everyone to personalise their Superdrug shopping experience with the products and brands they love most.

The company's marketing director, Matt Walburn, says: “We believe we launched our Health & BeautyCard at exactly the right time as it enabled us to utilise technology to help us differentiate our programme from other retailers.

“Loyalty is evolving in the UK. It’s no longer about giving points back – that really is the bare minimum. Over the past five years, our scheme has grown to offer an extra level of service and exclusive deals, and it gives us as a business a way to say thank you to those customers who are regulars in our stores.”