Lessons in loyalty: New Look, Boots and Kingfisher’s digital leaders on driving lifetime spend

In a tough economic climate laced with competition, loyalty programmes must take a step up, from isolated moments of hyper-personalisation to lifelong campaigns, responding to shoppers as individuals.

The Loyalty, Growth and Future Consumer report outlines what loyalty looks like today, where it is heading and how retailers can develop models that deliver lasting commercial impact.

Here we share the topline strategies of New Look, Boots and Kingfisher, which are all taking loyalty to the next level in a bid to drive continued engagement and growth.

New Look’s road to trusted long-term loyalty

“Trust is the ultimate currency in retail,” explains fashion retailer New Look’s chief data officer Daniel Chasle. The retailer has recently “transformed” its business “to become data-led and underpinned by strong digital fundamentals.”

Club New Look, the retailer’s first loyalty programme, launched in October 2025. By the start of 2026 it had reached 800,000 members, and it is estimated to hit 1 million by the end of the financial year.

Club New Look members receive tailored offers, exclusive club prices, early access to launches and member-only prize draws, in return for sharing data about how they shop with the retailer.

“For us, Club New Look isn’t about short-term transactions, it’s about building long-term relationships that feel genuinely useful and personal, grounded in trust,” Chasle continues.

Boots’ investment in buidling relationships with life-stage marketing

Launched in 1997, the Boots Advantage Card now boasts over 17 million active members, and is part of the retailers overarching strategy to build “lasting relationships by supporting customers through different life stages, rather than simply driving transactions,” explains Matt Hanlon, director of omnichannel and media at Boots and head of Boots Media Group.

But despite the programme’s success, the retailer isn’t getting complacent. Through its dynamic and evolving strategy, first-party data – largely gathered through the card – plays a “crucial role” in understanding shopping behaviours, preferences and life stage needs.

These insights are used to deliver timely activity, such as replenishment reminders and loyalty rewards, as well as re-engaging lapsed shoppers and encouraging trial of new products aligned with their individual needs.

The focus of the retailer’s strategy, Hanlon outlines, is on “being helpful and supportive at a life stage where reassurance and expertise really matter”.

Kingfisher’s focus on app-based communities

“Loyalty programmes play a huge role in building a genuine sense of community around our brands,” explains Kingfisher’s digital and ecommerce director Romain Roulleau.

Rolleau says the Group’s loyalty programmes give the retailer rich customer insights, enabling more personalised experiences, targeted promotions and seamless interactions – particularly through its apps, which account for over a third of Group ecommerce sales.

Kingfisher saw 11% growth in loyalty members across the board from July 2024 to July 2025, with TradePoint, its trade-focused banner at B&Q, seeing 13% year-on-year growth in loyalty membership in the six months to July.

Screwfix, part of the Kingfisher Group, launched its new loyalty programme Screwfix Rewards in October 2025 offering deals, discount days, prize draws and spend and save offers. Customers collect ‘stack and save’ coins with every purchase, which can be redeemed in the retailer’s app.