Boots has reported that customers with an Advantage Card have saved almost £50m through Price Advantage deals since January last year.

The Price Advantage initiative, which offers loyalty card holders exclusive deals and offers on selected products, was rolled out in January 2022 across 2,000 Boots stores in the UK. 

Boots later expanded the scheme to extend the discount on around 1,000 products from big-name brands each month. 

The Boots Advantage Card has 15.86 million active members, including 45% of women in the UK, making it one of the biggest health and beauty loyalty schemes in the country. 

The retailer said it has seen a 65% increase in sign-ups to the Advantage Card year on year, amounting to 1.4 million new customer sign-ups in the last 12 months. 

In May, Boots announced a revamp of its Advantage Card calling it the company’s “biggest ever investment” in value as it offered customers an instant 10% discount on own-brand products. 

Boots chief marketing officer Pete Markey said: “Boots Advantage Card is one of the largest and most rewarding loyalty programmes in the UK and part of why customers love shopping at Boots. After listening to our customers, we made changes to the scheme earlier this year to provide more instant savings, including a new always-on 10% discount for Advantage Card members across Boots’ own brand ranges, covering thousands of products across health, beauty, suncare and baby.  

“It has been fantastic to see the positive response from our customers, with more of them signing up for the Advantage Card to enjoy the great benefits on offer. They have already saved almost £50m through Price Advantage, and we will continue to offer members exclusive discounts and the biggest savings on their shopping at Boots.” 

Boots is one of several retailers to invest in a members-only pricing loyalty scheme, following the popularity of Tesco’s Clubcard Prices. Sainsbury’s, Morrisons and Marks & Spencer have launched similar initiatives. 

Consumer survey data from Walnut Unlimited, commissioned by Retail Week, found 33% of customers have made more use of grocery loyalty schemes in the last 12 months to save money.