Rewards for Life, which will be piloted across 40 stores in the Midlands, Yorkshire and Lancashire, aims to retain existing customers as well as encourage new shoppers to its stores.
The scheme will offer customers four points for every £1 spent in-store, online and through direct mail. The points will be turned into coupons which customers will be able to spend in Holland & Barrett stores.
The health-food retailer, which has over 600 stores in the UK and Ireland, follows the likes of The Perfume Shop, Space NK and Superdrug in launching a loyalty scheme to encourage retention.
More retailers are looking to loyalty schemes as consumers rein in their spending. Retail sales saw its biggest monthly drop since 1995 with like-for-like sales dropping by 3.5% in March, according to figures released today (April 12) by the British Retail Consortium and KPMG.