Dis-Chem Pharmacies has officially launched X, bigly labs, its dedicated innovation hub designed to fast-track the company’s evolution into a future-focused, technology-driven leader in retail and healthcare.
Although operational for nearly a year, X, bigly labs is already making waves with its first major success – the Better Rewards loyalty programme, a complete reinvention of what customer rewards can mean in South Africa.
Rethinking Loyalty in South Africa
For years, loyalty programmes have asked customers to collect points and wait for value that often feels underwhelming. Better Rewards, developed by X, bigly labs, turns that model on its head.
Shoppers now enjoy instant savings at the till, with an immediate 10% discount across more than 140 top South African brands – even on existing promotions. Customers can unlock additional benefits through a 5% pharmacy booster and another 5% when paying with a Capitec card.
“We wanted to create something that genuinely makes people’s lives better,” says Aliyah Allie, Executive Head at X, bigly labs. “Our goal was to challenge conventions and deliver value that South Africans can feel immediately, while making health and wellness more affordable and experiences more rewarding.”
Better Rewards represents a new kind of relationship between retailer and customer – one built on transparency, accessibility, and tangible everyday value.
Purpose Meets Performance
X, bigly labs isn’t just another department – it’s a mindset shift. It’s a space built for experimentation, collaboration, and bold thinking.
“We knew from the start that X, bigly labs needed to be a place of experimentation and big ideas,” says Allie. “We called it ‘bigly’ because our ambition is to make this business even bigger, stronger, and more impactful, and ‘labs’ because it’s where ideas are tested, refined, and made real.”
This innovation-driven mindset is already delivering results. According to Dis-Chem’s Interim Financial Report for the six months ending August 2025, group revenue rose 8.7% to R21.3 billion, with retail sales increasing 8.3% to R18.1 billion and comparable pharmacy store revenue up 5.4%.
Human-Centred Innovation
Thabiso Mashoko, Head of Customer at X, bigly labs, says Better Rewards reflects a fundamental shift in how brands engage consumers. “It’s not about sending messages anymore, it’s about creating conversations. Through data, behavioural insights, and smart platforms, we’re connecting with customers at the right time, in the right way.”
This human-centred strategy is driving more digital transactions and deepening customer relationships. It’s also modernising the Dis-Chem experience, creating a stronger connection between retail and technology.
Dis-Chem’s Digital Evolution
For Rui Morais, CEO of Dis-Chem Pharmacies, X, bigly labs is the company’s bridge to the future. “We created X, bigly labs to remove friction, expand access, and build the kinds of breakthroughs that bring better health to all South Africans,” says Morais. “Better Rewards is just the first example of how innovation, purpose, and partnership create measurable impact.”
The results speak for themselves. Dis-Chem’s basic earnings per share increased by 9.6% to 73.9 cents, while headline earnings per share grew 9.0% to 73.8 cents, reflecting the success of its innovation-focused strategy.
A Future Built on Better
As X, bigly labs expands its portfolio, it remains committed to reshaping healthcare and retail experiences through technology, creativity, and purpose. Over the next financial year, its focus will include:
- Relaunching a modernised consumer app for enhanced digital journeys.
- Expanding integrated health platforms for better patient experiences.
- Growing the Better Rewards ecosystem to deepen customer loyalty.
- Using data analytics to optimise promotions and vendor engagement.
- Driving wholesale innovation through deeper tech integration.
- Streamlining operations with automation and productivity tools.
Looking ahead to FY2028, the team aims to deliver intelligent customer experiences, expand digital reach through franchise innovation, and strengthen Dis-Chem’s transformation through automation and data-driven insights.
“This is just the beginning,” says Allie. “We’re here to push boundaries, rethink what’s possible, and ensure every South African feels the difference.”
For more information about Better Rewards, visit www.dischem.co.za/better-rewards.
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