Frozen food retailer Iceland has rebranded its Bonus Card membership initiative as it implements a new push on loyalty.
The grocery giant has renamed the scheme as the Iceland Bonus Club, expanded its discounts and scale of rewards, and made it easier for users to gain access to home delivery and other discounts.
To use the programme, customers need to preload designated amounts on to their loyalty account before redeeming them on in-store and online purchases.
The supermarket is set to maintain its offer of granting members £1 back for every £20 spent with their Bonus Card. Additionally, it will gift £5 to any new members signing up before 1 September, with its existing members being granted a £2 bonus if they boost their amount to £20.
The retailer has increased the benefits of the scheme, including its new exclusive “Bonus Club Rewards” that allows members to win rewards with various third-party members.
In addition, Bonus Club members will be able to receive free home delivery when spending £40 in store.
Iceland executive chairman Richard Walker said: “We’ll be looking at further ways to evolve our new-look Bonus Club across the coming months.
“For more than 20 years, it has grown from a simple in-store stamp savings scheme into a modern loyalty programme offering unique savings and perks.”
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He continued: “The Bonus Card will now rebrand to Bonus Club and, as it enters a new phase, it promises to give customers even more benefits, starting immediately.
“People joining this ‘Bonus Club Week’ will receive £5 just for signing up, then throughout the year we will give all Bonus Club members a £1 bonus for every £20 they save with us. That’s a market-leading 5% return on your savings.”
In May, Morrisons expanded its More Card loyalty scheme with the rollout of “more partner points”.
And last week, Co-op also updated its electronic shelf labels (ESLs) to allow shoppers to “tap to join” its membership scheme.