Dis-Chem Launches X, bigly labs: Pioneering Breakthroughs for Better Health

Dis-Chem Pharmacies has officially unveiled X, bigly labs, its innovation hub designed to accelerate the company’s transformation into a future-ready, technology-driven leader in retail and healthcare.

Although operational for nearly a year, X, bigly labs has already made its mark with the launch of Better Rewards, a bold reimagining of loyalty in South Africa.

Traditional loyalty programmes have often required customers to wait, accumulating points that deliver limited real-world value. Better Rewards, developed by X, bigly labs, flips this model. Customers now enjoy instant savings at the till, with a 10% discount across over 140 popular South African brands, plus additional savings: 5% through a pharmacy booster and another 5% when paying with a Capitec card.

“We wanted to create something that genuinely improves people’s lives,” says Aliyah Allie, Executive Head at X, bigly labs. “Our goal was to challenge conventions, deliver immediate value, and make health and wellness more affordable and rewarding.”

Better Rewards reflects a new kind of retailer-consumer relationship—one based on transparency, accessibility, and everyday impact. It’s not about points; it’s about meaningful moments of value.

X, bigly labs was conceived not as another department but as a space for experimentation, collaboration, and breakthrough thinking to advance both the business and South Africa’s healthcare sector.

“We called it ‘bigly’ because our ambition is to make this already incredible business bigger, stronger, and more impactful. We call it ‘labs’ because it’s where ideas are tested, refined, and realized,” Allie explains.

The innovation hub is already producing measurable results. Dis-Chem’s interim financial report for the six months ending August 2025 showed revenue growth of 8.7% to R21.3 billion, with retail sales up 8.3% and comparable pharmacy store revenue increasing 5.4%.

Thabiso Mashoko, Head of Customer at X, bigly labs, notes that Better Rewards signals a broader shift in brand-customer engagement.

“It’s not about sending messages anymore; it’s about creating conversations,” Mashoko says. “Through data, behavioural insights, and intelligent platforms, we connect with customers at the right time, in the right way. Better Rewards is just the first step toward more personalised and meaningful relationships.”

This human-centred approach has boosted digital transactions, modernising the Dis-Chem customer experience while strengthening the retail ecosystem.

For Rui Morais, CEO of Dis-Chem Pharmacies, X, bigly labs represents a leap into the future.

“X, bigly labs was created to remove friction, expand access, and deliver breakthroughs that accelerate our mission to create better health for all South Africans,” Morais says. “Better Rewards is a powerful example of how innovation, purpose, and partnership combine to drive real, measurable impact.”

The company’s focus on innovation has contributed to a 9.6% increase in basic earnings per share to 73.9 cents and a 9.0% rise in headline earnings per share to 73.8 cents, reflecting the early financial benefits of its strategy.

Looking ahead, X, bigly labs will continue to focus on:

• Digital foundations: Relaunched consumer app to enable modernised journeys and future growth.
• Integrated health platform: Leveraging technology to enhance health experiences.
• Customer value growth: Evolving Better Rewards and building a connected customer ecosystem.
• Data-driven trading: Promo analytics and assortment optimisation for improved margins.
• Wholesale innovation: Strengthening the TLC value proposition through tech and data strategies.
• Enterprise acceleration: Streamlined operations via automation, unlocking enterprise-level gains.

By FY2028, these efforts will deliver intelligent customer experiences, expanded digital reach through franchise innovation, and transformative automation and insights, redefining what consumers expect from retail healthcare in South Africa.

“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.”