Boots is rolling out a digital version of its Advantage Card loyalty scheme that will allow shoppers to access personalised offers via their mobile.

The health and beauty retailer’s loyalty scheme will be embedded into its mobile app, allowing shoppers to collect and redeem points directly to their smart phone as well as find out what their personalised offers are on the move.

Advantage Card currently has 17.1m active users, with 1.5m new members joining the scheme in the last year.

Boots UK managing director Seb James previously told Retail Week he wanted to drive the level of personalisation available to its loyalty card users, adding that Boots could “infer pretty much everything about you, including what you worry about, from your purchase behaviour”.

Marketing director Helen Normoyle said: “We are continuing to build on the phenomenal success of the Boots Advantage Card. 

“Digitising the card makes it more flexible and available, and gives customers more opportunities to tailor and personalise offers, making their shop even more rewarding.”