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Holland & Barrett hires Starcount to transform loyalty

Holland & Barrett has appointed data science company, Starcount, to improve its loyalty and customer insights proposition, as part of the retailer’s three-year transformation programme.

Starcount will help Holland & Barrett gain a better understanding of its customers and personalise content through the retailer’s existing ‘Rewards for Life’ loyalty scheme, which has over 7 million active UK members.

“I am delighted to be welcoming Starcount as a strategic partner of Holland & Barrett and am really excited about the opportunities that lie ahead as we look to enhance and accelerate our customer focused capabilities,” said Peter Aldis, CEO, Holland & Barrett. “Starcount has highlighted significant incremental opportunities for the business from taking a more data and customer driven approach, and we look forward to working together to activate these.”

Starcount – which is led by Dunnhumby founders, Edwina Dunn and Clive Humby who helped to establish Tesco Clubcard – recently partnered with M&S to improve the retailer’s customer insight and personalisation efforts.

Edwina Dunn, CEO, Starcount, added: “We are delighted to be working with Holland & Barrett and partnering with them to help improve the customer experience, across both the physical retail estate and all digital channels. We have identified a number of opportunities to help Holland & Barrett improve its product range, price and promotion strategy and personalised customer communications and are very excited to be part of Holland & Barrett’s transformation. Starcount’s expertise is the science of purchase and intent, understanding the drivers behind Holland & Barrett’s customer purchases to help deliver growth and profitability, ensuring an unrivalled customer experience.”