Dis-Chem's New Loyalty Programme Drives Investment Into Customer Healthcare

Rui Morais, CEO of Dis-Chem

Dis-Chem has unveiled Better Rewards, a reimagined loyalty programme designed to deliver instant savings at tills on thousands of everyday essentials. Launching on 21 October 2025, the programme marks a new chapter in Dis-Chem’s evolution from pharmacy retailer to integrated primary healthcare partner.

Unlike traditional loyalty systems that offer points or delayed benefits, Better Rewards provides immediate value at checkout. Shoppers will receive ongoing discounts across more than 140 popular South African brands, covering over 10 000 products, including items already on promotion.

“It’s about giving value where it counts – at the till, when families are making tough choices about what to put in their baskets,” says Rui Morais, CEO of Dis-Chem. “We know the strain South Africans are under. Better Rewards is our way of providing immediate financial relief while connecting shoppers to better healthcare.”

The Better Rewards programme gives members an instant 10% discount across participating brands, with opportunities to increase savings through health-related activity. For example, members filling prescriptions or purchasing over-the-counter medication receive a “Pharmacy Boost,” an extra 5% discount valid for 30 days.

This model also promotes better adherence to chronic medication, a long-standing global challenge. The World Health Organization estimates that only around 50% of people worldwide adhere to prescribed treatment. In contrast, Dis-Chem’s adherence rate already sits at 80%, with the Pharmacy Boost designed to push this even higher by rewarding consistent medication collection and usage.

In a first-of-its-kind collaboration, Dis-Chem has partnered with Capitec, South Africa’s largest retail bank, to extend the programme’s reach. Capitec clients who pay using their Capitec card will receive an additional 5% off their basket of qualifying brands, bringing total savings to 15% instantly at the till.

“We’re excited to work with a brand that shares our commitment to delivering daily value,” says Kelly Goldsworthy, Head of Live Better at Capitec. “This partnership allows our clients to enjoy meaningful savings and supports their wellbeing through smarter, more connected choices.”

Members who hold Dis-Chem Health, Dis-Chem Life, or gap cover policies will gain even greater rewards, with potential discounts reaching up to 20%. Dis-Chem Life policyholders will also receive a free annual HealthCheck at Dis-Chem Clinics, generating a personalised Health Rating. Improved ratings unlock further discounts up to 100% off on qualifying brands, capped at R3 000 per month.

The development of Better Rewards was led by X, bigly labs by Dis-Chem, the retailer’s innovation hub focused on using data and technology to solve healthcare challenges. The team played a key role in building the programme’s analytics-driven design, aiming to merge consumer savings with long-term health management.

“This is the next chapter,” adds Morais. “It’s about unlocking real value while building a healthcare ecosystem that rewards positive, proactive health behaviour.”

The launch comes amid growing global concern over non-communicable diseases (NCDs), such as diabetes and hypertension, which account for a significant burden on healthcare systems. At the recent 80th UN General Assembly, experts called for greater investment in prevention, access, and innovation; areas directly aligned with Dis-Chem’s model.

By linking financial incentives to healthy behaviour, Better Rewards reflects Dis-Chem’s broader mission to make primary healthcare more affordable and accessible while promoting sustainable wellness across South Africa.

All existing nine million Dis-Chem loyalty members will be automatically migrated to the new system, with their current points valid for six months after the switch.