Holland & Barrett has appointed data science company Starcount as part of its three-year transformation plans.

The partnership will help the health and wellbeing retailer to better understand customers as part of a drive to continuously improve its value proposition. Starcount will be generating data led insights, enhancing offer and content personalisation through the Rewards for Life membership programme.

Rewards for Life, which currently has over 7 million active members in the UK, is central to helping Holland & Barrett ensure it is faster, more commercial and focused on customers.

Peter Aldis, chief executive at Holland & Barrett, said: “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 chief executive Edwina Dunn added: “We have identified a number of opportunities to help Holland & Barrett improve its product range, price and promotion strategy and personalised customer communications.”

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