Boots steps up personalised offers with Advantage Card

UK retailer Boots has increased the number of personalised offers it gives its Advantage Card holders at the till, after observing their shopping habits over the last 15 years.

This year, which marks 15 years since the launch of the Boots Advantage Card loyalty scheme, the retail giant incorporated new technology from multi-national software company SAP, which has allowed them to collect information about their customer’s shopping preferences and, in turn, provide more personalised offers at the till. Furthermore, a new function has been added to Boots’ website allowing members to redeem their Advantage Card points online.

Ruth Spencer, director of loyalty and multichannel at Boots UK, said: “We know our customers love Boots Advantage Card because it gives them the opportunity to treat themselves. Discounts of course will always have a place in offering the best value, but watching your points balance grow and then coming in-store to treat yourself is seen as a special indulgence. Ensuring members are able to buy the products they need and want means that personalisation has become the big loyalty trend to watch – it’s all about giving people offers that are relevant to them as an individual and we’ve spent 15 years learning about our Boots Advantage Card members so we’re perfectly placed to provide this.”

The Boots Advantage Card scheme was launched in 1997 and now has 17.8 million active members; it operates on a four points per £1 basis. Boots’ Health & Beauty magazine, which is free to cardholders, also boasts a readership of 2.7 million.