Boots revamps Advantage Card amid rising demand for more personalised rewards

Boots is updating its Advantage Card loyalty programme to provide a more personalised experience for members.

The scheme, which has 17 million members, will incorporate additional data and insights into its promotions to better tailor offers and rewards to individual shopping habits and preferences.

From next month, customers can expect more personalised deals, including regular double points and price promotions on new and trending premium beauty and skincare brands.

Each month, Advantage Card members will also receive targeted Boots own-brand deals. Hundreds of own-label products will see reduced prices for all customers, replacing the previous 10% discount on Boots own-brand items for Advantage Card holders.

Existing benefits, such as earning three points for every £1 spent, a 10% student discount, and eight points per £1 spent on Boots own-brand products for customers over 60, will continue.

The changes follow research indicating that 66% of loyalty customers want personalised offers on brands and products they frequently purchase, while 58% of UK shoppers are seeking value that feels relevant to them.

Charlotte Lock, Chief Marketing Officer at Boots, said: "Boots Advantage Card is one of the most generous loyalty schemes on the market, and we continually evolve the programme to make sure it meets the changing needs and expectations of our customers.

"They have told us they want more personalised offers that make sense for them, based on the brands that they like to shop.

"Using our data, insights and flexible promotional programme, we’re able to do just that, making the scheme work even harder for each individual customer, by offering them their own personalised range of deals to activate each month.”

The revamp is part of Boots’ wider transformation programme, which aims to reshape how customers explore health, beauty and wellness across its stores.