How Boots takes Advantage of its loyalty card data

Boots Advantage Card

Boots has clinched the top spot in Retail Week Indicator’s marketing metric on the strength of its loyalty scheme, the Boots Advantage Card.

Since it was launched in 1997, the loyalty card has become a firm favourite among female shoppers – today, over 85% of women in the UK over 15 are active users of the card, with 14.4 million active users overall.

Speaking at Retail Week Live in March, Boots UK boss Seb James said the retailer’s loyalty scheme offered it “an extraordinary capacity to understand our customer base”.

The retailer uses this data to better understand its customer and tailor offers to them but it has big plans to become a personalisation pioneer. 

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