Dis-Chem Pharmacies has officially introduced X, bigly labs as its innovation hub designed to accelerate the company’s evolution into a future-fit, technology-driven retail and healthcare leader. Although X, bigly labs has been operational for nearly a year, its impact is already evident with the launch of the Better Rewards loyalty programme, a bold reimagining of what loyalty can mean for South African consumers.
Reimagining Loyalty for South Africa. For decades, loyalty programmes have asked customers to wait, to accumulate points that often offer little real value. Better Rewards, designed and delivered by X, bigly labs, changes that equation completely. With instant savings at the till, customers now experience real value in real time. Every swipe, scan, or tap unlocks an immediate 10% discount across more than 140 of South Africa’s most loved brands (on top of existing promotional prices), with extra savings through a 5% pharmacy booster and a further 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 and make health and wellness more affordable and experiences more rewarding.” Better Rewards reflects a new kind of partnership between the retailer and consumer, one rooted in transparency, accessibility, and everyday impact. It’s not about collecting points; it’s about building meaningful moments of value.
A Vision Grounded in Purpose and Performance When Dis-Chem launched X, bigly labs, it wasn’t to create another department; it was to create a new way of thinking. A space dedicated to experimentation, collaboration, and breakthroughs that would move the business and the healthcare industry forward. “We knew from the start that X, bigly labs needed to be a place of experimentation and bold thinking,” says Allie. We called it ‘bigly’ because our ambition is to make this already incredible business even bigger, stronger, and more impactful. And “We called it ‘labs’ because it’s where ideas are tested, refined, and made real.” This ambition is already translating into tangible commercial results for Dis-Chem.
According to the Interim Financial Report for the six months ended August 2025, the Group’s revenue grew by 8,7% to R21,3 billion, driven by continued customer growth, expanded digital engagement. The retail segment delivered an 8,3% increase in sales to R18,1 billion, with comparable pharmacy store revenue growth of 5.4%. Human-Centred Innovation at Scale Thabiso Mashoko, Head of Customer at X, bigly labs, highlights how Better Rewards signals a broader shift in how brands engage people. “It’s not about sending messages anymore, it’s about creating conversations,” he explains. “Through data, behavioural insights, and intelligent platforms, we’re connecting with customers at the right time, in the right way. Better Rewards is only the first step in a much larger journey toward more personalised, meaningful customer relationships.”
This human-centred approach has helped boost digital transactions, reflecting how X, bigly labs’ digital-first strategies are modernising the Dis-Chem customer experience while strengthening the company’s retail ecosystem. Dis-Chem’s Evolution Accelerated For Rui Morais, CEO of Dis-Chem Pharmacies, X, bigly labs represent the company’s leap into the future. “X, bigly labs was created to remove friction, expand access, and build the kinds of breakthroughs that accelerate our mission to create better health for all South Africans,” says Morais. “Better Rewards is a powerful first example of how innovation, purpose, and partnership come together to create real, measurable impact.”
This innovation-driven growth comes at a time when Dis-Chem’s basic earnings per share increased by 9.6% to 73.9 cents, and headline earnings per share rose by 9.0% to 73.8 cents, reflecting the early financial benefits of its innovation strategy. The report attributes these gains to stronger customer engagement, digital integration, and operational efficiency, all of which are central pillars of the X, bigly labs mandate A Future Built on Better As X, bigly labs continues to expand its portfolio of innovation projects, one thing remains constant: a deep focus on making healthcare and retail experiences more human, more connected, and more rewarding.
Over the next 12 months (FY2027), X, bigly labs will be focusing on:
* Digital foundations established: new consumer app re-launched with re-established foundations for modernised digital journeys, enabling future digital growth.
* Integrated health platform enhanced: using strengthened technological muscle to significantly enhance health journeys.
* Customer value growth: Ongoing evolution of the BetterRewards program and a fully connected customer ecosystem are driving loyalty and engagement.
* Data-driven trading unlocked: Promo analytics and assortment optimisation integrated into an evolved vendor engagement model to consistently enhance the margin profile.
* Wholesale innovation: The TLC value proposition has been strengthened through deeper tech integration and data-driven expansion strategies.
* Enterprise acceleration: Productivity improvements and a modernized automation platform are streamlining operations and unlocking enterprise-level gains.
Building on these foundations, FY2028 will deliver intelligent customer experiences, strategic growth platforms that expand digital reach through franchise innovation, and transform Dis-Chem through scaled automation and actionable insights. From this foundation, the team is set to redefine what consumers expect from retail healthcare in South Africa, proving that when innovation meets purpose, the results are transformative. “This is just the beginning,” says Allie. “We’re here to push boundaries, to rethink what’s possible, and to make sure every South African feels the difference.”
