Boots to evolve Advantage Card scheme for better personalisation

The scheme, which has 17 million members, will now integrate more data and insights into its promotional programme to improve personalisation as well as produce better-tailored offers and rewards depending on individual habits and preferences.

The new personalised offers on customers’ most-loved and most shopped for brands will launch from May in the Boots app and on Boots.com. 

Offers include regular double points and exclusive price promotions on brands that customers choose to shop with the most. All of this is based on an individual shopper’s habits, and there will be even better deals for customers who shop frequently. 

Boots is also introducing more Boots own-brand deals for Advantage Card customers each month and is lowering prices on hundreds of own-label products for every customer.

This will replace its former 10% discounts on Boots own-brand products for loyalty scheme members.

The changes to the Advantage Card arrive after Boots’ research revealed that 66% of loyalty customers said they want retailers to offer personalised offers on brands and products they most frequently buy.

Boots chief marketing officer Charlotte Lock said: “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. 

“They have told us they want more personalised offers that make sense for them, based on the brands that they like to shop. Using our data, insights and flexible promotional programme, we’re able to do just that, making the scheme work even harder for each customer, by offering them their own personalised range of deals to activate each month.”