Instant loyalty card offer boosts Boots Advantage

Health and beauty retailer Boots has recruited 400,000 members to its Advantage Card scheme in the past two months.

The signings take the number of active card users to more than 11 million. The push was spurred on by an instant loyalty card, introduced in September, that enables customers to start gathering points immediately.

The retailer is gearing up for Christmas and is aiming to be a serious gift destination. It is devoting an extra 10 per cent of shelf space to gifts, and is using television advertising and a new gift selector service to reinforce the move.