Holland & Barrett banks on data science for overhaul

DataIQ News

Health food retailer Holland & Barrett is planning a major push into marketing analytics with the appointment of data science specialist Starcount to take a lead role in its three-year transformation plan.

The company, which has over 1,300 stores in 16 countries, wants to enhance customer understanding as part of its drive to continuously improve its value proposition and best serve evolving customer needs.

Starcount will be generating data-led insights, enhancing offer and content personalisation through the retailer's 'Rewards for Life' membership programme, which currently has over 7 million active members in the UK.

The loyalty scheme is a key tool for customer insight and engagement and is central to helping Holland & Barrett ensure it is faster, more commercial and acutely focused on customers.

Holland & Barrett chief executive Peter Aldis said: "I am excited about the opportunities that lie ahead as we look to enhance and accelerate our customer focused capabilities. 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 CEO Edwina Dunn added: "[There are] 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 its 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."