Boots cuts loyalty card benefits but adds more discounts
Boots has decided to change the way its loyalty card works. The UK health & beauty retail giant is to offer discounts on more of its own-brand products but reduce the monetary value of its Advantage Card rewards scheme by 25%.
From May, cardholders will collect 3p worth of points for every £1 spent, instead of 4p. However, customers would be able to save 10% in-store on 6,000 of its own-brand products.
Boots, which said the shift is based on customer feedback, claims customers would also save on hundreds of products with its Price Advantage scheme in a move meant to “make things stretch that little bit further”. Price Advantage allows Boots card holders exclusive access to lower prices on certain products with the retailer saying over 70% of Boots Advantage Card holders typically have one in five items in their basket from own-brand ranges.
The retailer said points accrued until 23 May would not change in monetary value. It also said students would continue to receive a 10% discount storewide, alongside the extra 10% for Boots branded products Meanwhile, customers aged over 60 will get eight points for every £1 spent on Boots' own brand products while Boots Parenting Club members will receive eight points for every £1 spent on baby products.
Pete Markey, Boots’ chief marketing officer said the changes were made to give shoppers more “instant rewards”, as customers were now more frequently using points to buy essentials instead of saving them up.
He added: “Boots Advantage Card is one of the original and most generous loyalty programmes, and now we are making it better – to fit our customers changing needs and the way they now want to shop.”
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