Dis-Chem Returns R350 Million to Customers in Just 100 Days

Just 100 days after the launch of Dis-Chem’s reimagined Better Rewards programme, the healthcare retailer has already returned more than R350 million in savings to South African consumers. That figure matches the full-year value historically delivered by its previous Benefit Card loyalty programme, achieved in a fraction of the time. The pace of uptake signals strong early momentum and positions Better Rewards to return well over R1.5 billion in value within its first year, as customer adoption and programme penetration continue to grow.

Rui Morais, CEO of Dis-Chem

Dis-Chem CEO Rui Morais said the milestone reflects the impact of a redesigned, ecosystem-led approach to value creation at a time when affordability has become one of the most significant barriers to healthcare access. “Affordability is a fundamental lifeline, not a competitive or commercial strategy,” Morais said. “When people delay treatment or skip medication because costs are rising faster than incomes, the healthcare system becomes inaccessible. Better Rewards was designed to change that reality by putting meaningful, predictable savings into customers’ hands every time they shop.”

Healthcare inflation has outpaced household income growth for more than a decade, forcing many families to make difficult trade-offs between medical needs and other essentials. Morais noted that the R350 million returned to customers in just 100 days represents money that can be redirected immediately towards chronic medication, preventative screenings and essential primary care, areas often sacrificed when budgets are under pressure. “These savings matter because they influence whether someone collects their medication, receives timely care or postpones treatment. These are daily decisions for millions of South Africans,” he said.

The rapid scale of savings is driven by the core design principles behind Better Rewards, which was built as a customer-centred ecosystem rather than a traditional points-based programme. Developed through extensive research, in-store testing and behavioural insights, the programme prioritises simplicity, relevance and always-on value. This structure allows benefits to compound over time as participation increases and new partners join the platform.

Members receive ongoing savings of 10% across more than 170 brands, covering over 11,000 products, with additional brands added on an ongoing basis. These discounts apply even to promotional items, allowing customers to benefit from layered savings on already reduced prices.

Better Rewards also integrates multiple value pathways within a single ecosystem. Customers receive an additional 5% on qualifying brand baskets through Pharmacy Boost when filling prescriptions or purchasing from the pharmacy counter. Capitec cardholders unlock a further 5% saving on qualifying brands, while customers with eligible insurance products receive an added discount. Combined, these benefits create a cohesive framework that delivers immediate value while reinforcing behaviours linked to better health outcomes.

“As healthcare costs continue to rise faster than inflation, the need for affordability-driven models has never been clearer,” Morais said. “Every strategic initiative across our organisation, from loyalty mechanics to product prioritisation and the innovation investments we’re making through X, bigly labs, is guided by a single question: does it make healthcare more affordable and more sustainable?”

Head of Customer Growth and Engagement at X, bigly labs, Thabiso Msimanga added that the early response confirms the strength of the programme’s design. “Better Rewards is what happens when you start with real customer needs and build from there. The speed and scale of engagement show that this approach is resonating with consumers and delivering measurable impact.”