Holland & Barrett is driving its omnichannel ambitions as it prepares to improve its loyalty card offer, refresh its website and develop a mobile-optimised site.

The health and beauty retailer, owned by NBTY, has partnered with Oracle to implement new software that will streamline its loyalty card scheme, Rewards for Life, switching it from a voucher scheme to a card-based system.

The new system, which will be implemented next summer, will personalise deals and recommend products according to the shopper’s buying history.

Since Holland & Barrett’s loyalty scheme was launched in October last year, it has attracted 4.5 million users and over half have activated their card online.

The retailer is also working to improve website navigation and refreshing the look of its site as it moves to a new platform. It also aims to develop a transactional mobile site.

Holland & Barrett last week appointed Lysa Hardy as chief marketing officer, a new role at the retailer, to push the brand online, in stores and across social networking sites.

Hardy is leading a review of Holland & Barrett’s television advertising campaigns, which at present feature television presenter Gethin Jones.

  • NBTY chief executive Peter Aldis told Retail Week that following the demise of the company’s dried fruit and nut specialist Julian Graves last month, its sister companies GNC and Holland & Barrett will have to absorb costs left by the retailer across manufacturing, warehousing and distribution centres. He said: “We were disappointed to lose that brand on the basis that we couldn’t make it work. It had been integrated into the group and so other businesses had to absorb the costs and will have to manage that going forward.”