Boots will personalise offers for 17million loyal customers in the latest update to its Advantage Card. From next month, shoppers will see tailored offers and rewards based on their shopping habits in the Boots app, or while shopping online through their account.
In the popular reward scheme that’s been running for 28 years, Boots gives customers three points for every £1 they spend, which can be redeemed like cash in-store. Moving forward, the loyalty card will churn out exclusive double points offers and promotions on brands that the customer buys the most, while those who shop more frequently will be rewarded with the best deals.
Certain customers will also be given specialised reward schemes. Over 60s will receive eight points for every £1 spent on Boots Own Brand products, while Boots Parenting Club members will earn eight points for every £1 spent on baby products.
As part of the change, Boots will move away from the 10% discount for Advantage Card holders on Boots own brand products.
The retailer said it made the changes after research showed that personalised offers were most important to customers.
“Boots Advantage Card is one of the most generous loyalty schemes on the market, and we continually evolve the programme to make sure it meets the changing needs and expectations of our customers,” said Charlotte Lock, chief marketing officer at Boots.
“They have told us they want more personalised offers that make sense for them, based on the brands that they like to shop.”
She added: “Using our data, insights and flexible promotional programme, we’re able to do just that, making the scheme work even harder for each individual customer, by offering them their own personalised range of deals to activate each month.”
Students and customers who use Boots Opticians Contact Lens By Post will still receive their 10% discounts on Boots Brand products.
Almost a quarter of the UK population and 48% of adult women holds a Boots Advantage Card, according to the retailer.