Boots appeals to Advantage Card holders with permanent 10% discount

Cosmetic giant Boots is updating its Advantage Card policies, cutting points earned but offering a permanent 10% discount on its own-brand range.

From this month, Boots will reduce the amount its Advantage Card holders can earn as they spent. Currently, cardholders earn 4p worth of points for every £1 spent. However, this is being reduced to 3p per £1.

In addition, the high street retailer took to LinkedIn to confirm that members of its loyalty scheme will save across thousands of product lines. However, the stand-out new policy provides rewards members with a 10% discount across Boots’ own label lines, which has garnered popularity among shoppers looking for affordable alternatives.

This includes essential, everyday toiletries such as own-brand vitamins for 99p, skincare products for £1.50, and organic cotton wool pads, balls and tips from 60p. Boots Everyday label was launched last year to help shoppers find cheaper alternatives. Since then, the Everyday label has seen 2,500 items bought every hour.

Boots has also announced that it has expanded its Price Advantage scheme. The initiative will now offer Advantage Card holders savings on over 1,000 brands.

In addition, Boots has:

• • Extended the Price Lock promise by freezing the price of over 400 essentials until August
  • Added more events throughout the year to give customers the opportunity to collect double and triple points
  • A regular series of ongoing flash sales, including Boots £10 Tuesday
  • Added 10% student discount on top of the new 10% off own-brand

Pete Markey, Chief Marketing Officer at Boots comments: "Customers want instant savings so we’ve expanded Price Advantage to a huge 1,000 lines each month, with savings on some of our big name and most popular products. And with more customers choosing our own label products, we’re also adding an always on, instant 10% off our Boots Brand range, giving Boots Advantage Card holders money off 1000s of quality products from our trusted Boots brand."

In January, Boots expanded its value range and introduced further promotional initiatives to help shoppers during the ongoing cost-of-living crisis. The company introduced 60 new lines to its ‘Boots Everyday' value range, aiming to help customers find the lowest-priced essential products. The initiative has seen a 35% rise in sales since its launch in September 2022.