PROGRAM CARD - Notino Club

Program name: Notino Club
Distinction: points for beauty from the e-commerce leader
Brand / operator: Notino (Notino International Limited / Notino Group)
Family / owner: none / independent (private company, founded 2004 in Brno)
Industry: drugstores and beauty
Industry benchmark: no
Market: CZ, HU (from January 2026); plans to expand into further European markets
Related programs: MyNotino Club (earlier member-benefit program without points, available on Notino's remaining markets as a customer account with personalization)
Status: active
Legal / time status: no restrictions; program launched January 2026, in the midst of pan-EU expansion
Launch year: 2026 (January; contract with Antavo signed December 2024)
Main type: points-based
Additional type: member-benefit
Enrollment cost: free
Channels: online / mobile app / brick-and-mortar (27 stores in 8 countries)
Reach: approx. 1 million customers migrated at launch in CZ and HU (outside the terms)

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 3
Main KPI (impact strength): purchase frequency (avg.)

Descriptive sections

0. Summary

Notino Club is a points-based program launched in January 2026 by Europe's largest online cosmetics retailer. For every koruna spent, a member receives a point that they redeem for beauty rewards - Discovery Boxes, partner gifts or discounts. The program operates across all channels and is built on the Antavo platform with Bloomreach personalization.

1. Objectives and context

Notino - active in 27 countries, 115,000 products, over 1,800 brands - is launching a loyalty program to increase purchase frequency and customer lifetime value after a decade of growth driven by price and assortment breadth. The goal is to deepen the customer relationship and accelerate repeat visits across online and offline channels.

2. Target group

The program is aimed at active buyers of cosmetics, perfumes and health products on the Notino platform in the Czech Republic and Hungary - both e-commerce customers and brick-and-mortar store visitors. It is built on the migration of an existing base of over 1 million customers from the earlier MyNotino account program.

3. Architecture and type

Registration or login to an existing Notino account and opting in to participate in Notino Club.
Collecting points: 1 CZK = 1 point for every purchase online, in the mobile app or in a brick-and-mortar store; bonus points from campaigns (registration, birthday, purchase in the app, themed promotions).
Redeeming the collected points for rewards from the catalog: Notino Discovery Boxes, partner gifts or monetary discounts on subsequent purchases.

4. Earn & burn mechanics

Accrual: 1 CZK = 1 point (for every purchase in the online and brick-and-mortar store); bonus points for registration (200 pts), birthday (100 pts), purchase in the mobile app (200 pts), themed campaigns (e.g. the "Salon Relaxation" promotion - 500 pts)
Threshold and redemption: no public data (points redeemed for Discovery Boxes, partner gifts or discounts; detailed redemption thresholds no public data)
Reward forms: Notino Discovery Boxes (sample sets), gifts from brand partners, monetary discounts
Point expiration: 12 months from the accrual date; they expire on the last day of the calendar month in which the deadline falls (confirmed in the Czech program terms)

5. Emotional value

Notino Club showcases the idea of beauty discovery - rewards in the form of Discovery Boxes (curated sample sets from leading brands) reinforce the feeling of being an initiated cosmetics connoisseur. The brand tone combines aspiration with accessibility: premium e-commerce aesthetics meet the functionality of a program for everyone.

6. Gamification

A welcome bonus for registration (200 pts) from day one lowers the barrier to entry.
The birthday bonus (100 pts) builds a repeatable ritual of contact with the brand.
The bonus for purchases via the mobile app (200 pts) stimulates a shift to a channel with higher visit frequency.
Themed campaigns (e.g. "Salon Relaxation" - 500 pts) create a sense of urgency and seasonal engagement.
Beauty tools (Shade Finder, Skin Analyzer, Product Reviews, Salon Reviews) being rolled out as vectors of additional non-transactional engagement (outside the terms).

7. Differentiation

Notino Club stands out above all for its catalog scale and the Discovery Box as a reward: redeeming is a product experience, not just a discount. In the online-beauty segment, Notino combines the largest brand selection in Europe with omnichannel point collection, while competitors (e.g. Sephora Beauty Insider) rely more heavily on status tiers.

8. Data and personalization

Data collected: first name, last name, date of birth, delivery and payment address, phone number, purchase history, behavior in the e-shop and app (clicks, viewed products, device, operating system).
Integration with Bloomreach enables automated, personalized communication based on transaction history and preferences.
Consent for profiling and direct marketing is required at registration; data can be managed from within the account.

9. Technology

Loyalty platform: Antavo AI Loyalty Cloud (Antavo Loyalty Engine + Timi AI).
Personalization and marketing automation: Bloomreach.
Channels: Notino mobile app (iOS, Android, Huawei AppGallery), website, brick-and-mortar stores (POS integration).
Under configuration: Shade Finder, Skin Analyzer, Product Reviews, Salon Reviews (Antavo Workflows).

10. Communication and lifecycle

Communication channels: email (primary), push notifications in the mobile app; automated campaigns via Bloomreach.
Onboarding: 200-point welcome bonus activated immediately after joining the program.
Retention: birthday bonus, themed campaigns with bonus points, point-expiration notifications (12-month cycle).

11. Conclusion / inspiration for the almanac

Notino Club shows that "reward as a product experience" - a Discovery Box curated from an offering of 1,800 brands - builds deeper contact with the category than a classic discount. For designers of beauty programs: it is worth combining earn & burn with discovery logic, so that redemption is simultaneously an education for the customer about new products.

Sources: Antavo - Notino Club go-live announcement (7 January 2026, antavo.com); Antavo - Notino partnership announcement (12 December 2024, antavo.com); MyNotino Club terms (notino.co.uk/terms-and-conditions-vip); search results confirming the CZ points mechanics (notino.cz/notino-club, notino.cz/obchodni-podminky…)
Terms (link): https://www.notino.cz/notino-club/
Entry compiled on: 2026-06-12

Note on type: The source list classifies the program as "member-benefit" (a pre-launch assessment). The actual Notino Club (from January 2026) is a points-based program (earn & burn) with member-benefit elements; the card reflects the post-launch state. The earlier MyNotino Club (a customer account with personalization, without points) still operates as a base layer in markets without the full Notino Club.

Notino Club