In a significant shake-up of the South African retail loyalty landscape, Dis-Chem is set to launch its new “Better Rewards” programme on 21 October 2025, moving beyond traditional points-based systems to offer instant savings and a pioneering model that directly links discounts to proactive health management.
The programme, which will automatically migrate Dis-Chem’s existing nine million Benefit Card members, marks a strategic pivot for the group from a pharmacy retailer to an “integrated primary healthcare provider.”
Instant Savings and a Collaborative Model
The core of Better Rewards is its focus on predictability and instant gratification. Unlike conventional programmes that reward members retrospectively with points that can be difficult to redeem, Better Rewards offers an immediate 10% discount at the till across a stable portfolio of over 10,000 products from more than 140 popular South African brands.
“The key differentiator is that it is a collaborative brand-powered system, where partner brands remain constant, so shoppers can plan and budget for essentials more efficiently,” the group stated. This model ensures that discounts apply even to items already on promotion, eliminating the need for customers to choose between a sale price and their loyalty benefits.
The ‘Pharmacy Boost’: Incentivising Healthier Outcomes
A cornerstone of the new programme is the “Pharmacy Boost,” an additional 5% discount on qualifying brands that is activated when a member fills an acute or chronic prescription or buys over-the-counter medication. This boost is valid for 30 days and is designed with a clear public health objective in mind.
The group explicitly linked this feature to the urgent need to improve chronic medication adherence in South Africa. “Poor adherence leads to worsened health outcomes, such as uncontrolled conditions like hypertension, diabetes, and high cholesterol, which can lead to strokes, heart attacks, and other preventable emergencies,” Dis-Chem noted in a statement.
CEO Rui Morais framed this as a direct response to the national crisis of non-communicable diseases. “The Better Rewards loyalty model now goes hand in hand with tangible health management… We believe this model can make a meaningful difference in our members’ daily lives,” he said.
Capitec Partnership and Tiered Health Incentives
In a move that significantly broadens its reach, Dis-Chem has partnered with Capitec, South Africa’s largest bank by customer base. Shoppers who pay with a Capitec card will receive an extra 5% off their basket of qualifying brands, boosting the total instant discount to 15%.
The programme also introduces a multi-tiered incentive structure for members of Dis-Chem’s own insurance products. Holders of Dis-Chem Health medical insurance, gap cover, or a Dis-Chem Life policy will see their base discount rise to at least 20%.
For Dis-Chem Life policyholders, the potential savings are even greater. They will receive an annual free HealthCheck at a Dis-Chem Clinic, which assigns them a “Health Rating.” By managing their health and improving this rating, members can unlock progressively higher discounts—potentially up to 100% off on qualifying brands, capped at R3,000 per month.
The group’s commitment extends to its own staff, with Dis-Chem’s 22,000 employees receiving a 10% additional boost effective from 1 October.
This comprehensive programme signals a transformative approach to customer loyalty, one that seeks to provide immediate financial relief on essentials while actively encouraging and rewarding South Africans for investing in their long-term health.
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