Iceland Foods makes major change to Bonus Card scheme in loyalty push

Iceland Foods has relaunched its customer loyalty scheme, rebranding the long-standing Bonus Card as the Iceland Bonus Club in a move designed to strengthen shopper loyalty.

The new-look programme maintains Iceland's core offer, which gives customers £1 back for every £20 spent through their loyalty account, a return equivalent to 5%. However, the supermarket has expanded the benefits, introduced new partner rewards and made access to discounts and delivery more streamlined.

As part of the rollout, new members who register before 1 September will receive a £5 joining bonus, while existing customers topping up by £20 will receive a £2 reward.

The Bonus Club also introduces a fresh set of perks under 'Bonus Club Rewards', offering members chances to access third-party benefits.

Current offers include the opportunity to win a holiday with Parkdean Resorts, free 90-day memberships with audiobook service BookBeat and dining discount platform Tastecard, and 50% off Harry's razor gift sets.

In addition, the retailer has tied some of its existing customer perks to the scheme. Its 10% Tuesday discount for over-60s will now be available exclusively to Bonus Club members, while those spending £40 or more in-store will qualify for free home delivery.

Executive chairman Richard Walker said the revamp marked a natural progression for a scheme that has been running for more than two decades.

"It has grown from a simple in-store stamp savings scheme into a modern loyalty programme offering unique savings and perks," Walker told The Grocer. "As it enters a new phase, it promises to give customers even more benefits, starting immediately."

The relaunch follows Iceland's recent overhaul of its digital systems and comes as the supermarket seeks to build out its retail media operation and expand partnerships beyond its core grocery offer.