Boots Advantage Card
The Boots Advantage Card loyalty scheme, launched in 1997, continues to be 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 2014, the number of active Boots Advantage Card members (defined as members who have used their card at least once in the last 12 months) totalled 17.8 million, reflecting the programme's well established position as one of the largest and most valued loyalty schemes in the UK. Around 90% of active members are women, representing nearly 60% 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. The first digital Boots Health & Beauty magazine was launched in February 2014.
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.
Around 60% of Boots retail sales are to Boots Advantage Card members. On average they spend over 60% more per transaction than a non-member.
The Boots Parenting Club, which at 31 March 2014 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.