Boots is piloting a personalised discount scheme in around 100 stores that will allow customers to choose brands to receive a discount on.

The My Value scheme, similar to an offer launched by Waitrose in June, allows Advantage Card holders to choose five brands online from a total of 40 that they are then able to receive a 10% discount on in-store.

The brands involved in the offer include Imperial Leather, Elvive, Original Source, Nivea, Head & Shoulders, Pampers, Gillette and Listerine.

Customers will get a 10% discount on all products from each of the brands the select.

The trial, which kicked off in July, is being carried out in 103 stores in and around Bristol.

Understanding customers

“This is very much a trial and we will look at it later in the year to see how it has performed,” a Boots spokeswoman told Retail Week.

“It will help us understand our customers a bit better.”

According to the My Value website the pilot is due to run for three months.

The scheme mirrors a similar initiative launched by Waitrose called Pick Your Own Offers, which allows shoppers to choose 10 products to save 20% on every time they shop.

Earlier this month Waitrose said it has signed up 700,000 customers to the scheme and extended the offer to 250 more products.