Boots Advantage Card
The Boots Advantage Card loyalty scheme, launched in 1997, is a key element of the Boots customer offer, enabling customers to earn points on purchases for redemption at a later date. It provides Boots with valuable customer insight to further enhance its customer offer.
By 31 March 2013, the number of active Boots Advantage Card members (defined as members who have used their card at least once in the last 12 months) increased to 17.9 million, reflecting its position as one of the largest and most valued loyalty schemes in the UK. Around 90% of active members are women, representing nearly two thirds of the adult female population in the UK.
Members collect four points for every £1* spent in store or online. In addition, Boots periodically runs promotions offering additional points (such as 10 points per £1 or triple points). Boots Advantage Card members receive offers by mail or via email, including special promotions and invitations to special customer evenings for Christmas shopping in larger Boots stores near where they live or work.
Boots Advantage Card members aged over 60 can also join the ‘More Treats for Over 60’s’ scheme, which enables them to collect 10 points per £1 on Boots branded products and No7 skincare, plus other benefits.
Over 60% of Boots retail sales are to Boots Advantage Card members. On average they spend over 60% more per transaction than a non member.
Boots has recently upgraded its technology to personalise customer offers, including till generated promotional coupons, and to make the Boots Advantage Card easier to use online. Boots Advantage Card members can also earn points at ‘Treat Street’, an online shopping service with over 100 well known retail brands.
The Boots Parenting Club, which at 31 March 2013 had almost 1 million active members, is designed to support parents from the early stages of pregnancy to their baby’s second birthday. Key membership benefits are as follows:
- 10 Boots Advantage Card points for every £1* spent on baby products
- a regular glossy magazine if they frequently buy baby products at Boots
- 24/7 access to information online, including a parenting community
- free gifts if they regularly buy products at Boots
- email updates tailored to pregnancy or baby’s age
* Terms and conditions apply.