PROGRAM CARD - My Hebe

Program name: My Hebe
Distinction: diamond-based promotion to VIP status
Brand / operator: Hebe (Jerónimo Martins Polska)
Family / owner: Jerónimo Martins Group (JM)
Industry: drugstores and beauty
Industry benchmark: no
Market: PL
Related programs: none (program exclusively for the Polish market; Hebe is JM's only drugstore chain in Poland)
Status: active
Legal / time status: no restrictions; terms updated periodically - the version effective from 17 September 2025 replaced the previous one (valid until 07.06.2026) (beyond the terms: the summary page indicates the coexistence of several archived versions)
Launch year: approx. 2012-2013 (the program has been present in the chain since Hebe's first years of operation; confirmed by industry media in December 2013; major update: June 2024 - introduction of Standard and VIP statuses)
Main type: points-based
Additional type: tier-based
Cost of joining: free
Channels: in-store (providing a phone number at checkout) / online (hebe.pl) / Hebe mobile app
Reach: over 1.5 million participants (2015 data); current figure - no public data

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 3 - a points-based program with POS and e-commerce integration, management of point liabilities (expiry after 365 days), FIFO mechanics, a two-tier status structure and a coupon system
Main KPI (impact strength): purchase frequency (medium)

Descriptive sections

0. Summary

My Hebe is a free loyalty program run by the Polish drugstore chain Hebe (Jerónimo Martins), in which participants collect diamonds (1 diamond for every PLN 25 spent in a single transaction) and can advance to VIP status, which unlocks the exchange of diamonds for discount coupons and additional benefits. The program accounts for over 60% of the chain's turnover (2015 data) and is a key retention tool for beauty-segment customers.

1. Goals and context

Hebe builds loyalty in the highly competitive Polish drugstore market (Rossmann, dm, DrogeriaNatura). The program aims to increase purchase frequency, raise share of wallet among beauty consumers, collect purchase data and generate traffic in online channels. With the card involved in over 60% of sales (2015), it is a pillar of the chain's omnichannel strategy.

2. Target group

The program is aimed primarily at women (95% of participants in 2015) who regularly buy cosmetics, personal care and health & beauty products, both in Hebe's brick-and-mortar stores and online. VIP status is aimed at customers with higher purchase frequency (≥ PLN 500 per year).

3. Architecture and type

Registration - free, via the Hebe app, the hebe.pl website or in a brick-and-mortar drugstore; upon registration the participant automatically receives my hebe Standard status and a PLN 10 welcome coupon (one-time, to be used online/in the app).
Collecting diamonds - for every PLN 25 spent in a single transaction on in-store or online purchases using the card/phone number, the participant receives 1 diamond; diamonds are valid for 365 days from the date they are awarded; additional diamonds are available during brand promotional campaigns.
Promotion to VIP status - after collecting 20 diamonds within 365 consecutive days, the participant obtains my hebe VIP status; Hebe deducts 20 diamonds one time for granting the status; the status is valid for 365 days, automatically extended if the account holds ≥ 20 diamonds (without a repeated deduction).
Exchanging diamonds for coupons (VIP only) - a VIP participant selects a coupon in the app or in their online account; the coupon's content (value, discounted item) is hidden until the required number of diamonds has been collected; upon exchange, the diamonds with the shortest validity date are deducted (FIFO).
Using the coupon - the coupon is valid for 7 days from activation, one-time use; coupons and vouchers do not stack; a monthly limit on the number of coupons that can be obtained is possible (in accordance with the terms).

4. Earn & burn mechanics

Accrual: 1 diamond for every PLN 25 spent in a single transaction in a brick-and-mortar drugstore or online (hebe.pl / app) when scanning the card / providing a phone number; transactions are not combined retroactively
Threshold and exchange: collecting 20 diamonds grants VIP status (entry cost: 20 diamonds deducted by Hebe); exchange for coupons is available exclusively to VIPs - the point value of the coupon determines the number of diamonds required; the coupon's content is revealed once the threshold is met
Reward forms: discount coupons (value hidden until activation), PLN 10 welcome coupon (Standard), coupon for obtaining VIP status, birthday coupon, free delivery from PLN 40 for VIPs (beyond the terms - the current threshold needs confirmation; the June 2024 terms indicated PLN 15, newer 2026 sources state PLN 40), 10% discount on "Hebe Professional" products, exclusive offers up to -60% for cardholders only, access to expert consultations and online workshops
Point expiry: 365 days from the date each diamond is awarded; returning a product results in the deduction of the diamonds assigned to that purchase; FIFO deduction (the shortest validity date deducted first)

5. Emotional value

Hebe builds a relationship with the customer in the field of beauty expertise: VIP status means not just discounts, but access to free consultations with beauty experts and online workshops. The diamond motif gives the program an aesthetic flair and connotes value. The birthday voucher personalizes the relationship. The welcome coupon provides an immediate reward for registration and encourages a first online purchase.

6. Gamification

Status progression: Standard → VIP after collecting 20 diamonds - a clear, achievable goal (~PLN 500 in purchases)
Element of surprise: the VIP coupon's content is hidden until activation - a mystery reward mechanism
Time constraint: diamonds expire after 365 days, which motivates regular purchases and redemption before losing points
Campaigns with double/triple diamonds for buying selected brands - temporary engagement boosts
VIP extension: motivation to maintain the threshold of 20 diamonds per year so as not to lose the status

7. Differentiation

Compared to Klub Rossmann (discount coupons, simpler mechanics), My Hebe stands out with its two-tier status structure and the hidden content of VIP coupons (mystery reward). Exclusive non-purchase benefits for VIPs (consultations, workshops) position the program closer to a member-benefit model than to classic earn & burn. Diamonds instead of points reinforce the beauty brand identity.

8. Data and personalization

The program collects participants' purchase data (transaction history, preferred categories, purchase channels) linked to an email address/phone number
Upon registration, the participant grants marketing consents; the privacy policy is available at hebe.pl
Offer personalization grows along with purchase history - generic offers at the start, more tailored promotions after further transactions (beyond the terms, based on external sources)
The program limits some benefits to Hebe's own channels - marketplace partner products are excluded from some VIP promotions

9. Technology

Hebe mobile app (iOS and Android) - the program's main channel: card barcode, diamond tracking, coupon activation, browsing VIP offers
The hebe.pl website - registration, account management, diamond exchange, coupon browsing
In-store identification: phone number or barcode from the app (from 25.09.2020, electronic cards only; plastic cards are no longer issued)
Loyalty platform - no public data on the provider
POS integration with the diamond accrual system in real time

10. Communication and lifecycle

Communication channels: mobile app (push notifications), email, the hebe.pl website (My Hebe tab), social media (Instagram, TikTok @hebe_poland)
Onboarding: PLN 10 welcome coupon granted immediately after registration; a fast path via the app (registration in about 1 minute)
Retention: campaigns with double diamonds for specific brands, exclusive VIP promotions, birthday voucher, regular messaging about expiring diamonds (beyond the terms - no confirmation of automatic reminders in the terms)
Reactivation: no public data on a dedicated reactivation mechanism

11. Conclusion / inspiration for the almanac

My Hebe shows that a mystery reward element (the hidden content of the VIP coupon) effectively combines surprise with earn & burn mechanics, raising the perceived value of the reward above its actual discount. It is worth carrying this pattern over to programs in aspirational categories, where purchase emotions matter more than a rational profit calculation.

Sources: hebe.pl (program page and terms); wiadomoscikosmetyczne.pl (article from 11.06.2024 on the introduction of VIP; article from 11.07.2016 on 60% of sales); picodi.com (article from 29.05.2026 - details of the current mechanics); dlahandlu.pl (article from 29.01.2025 - description of the program update)
Terms (link): https://www.hebe.pl/regulaminy/regulamin-programu-lojalnosciowego-my-hebe.html
Entry compiled on: 2026-06-12

My Hebe