Boots is repositioning its Egg-managed Advantage credit card. It will offer more incentives and rewards to its predominantly female customers.
Customers who are approved for a card from now on will receive 1,000 Boots Advantage points, worth &£10. Further deals are currently being discussed.
But the retailer has also chosen to turn the main focus away from its low interest rate, initially seen as a selling point. The card’s annual percentage rate (APR) will rise from 10.9 per cent to 12.9 per cent.
The majority of Advantage card customers are female, although the company declines to give out specific information. Research by Boots has found that female customers are less concerned with APR than they are interested in incentives tied in with spending.
The move differentiates the Advantage card from the Egg credit card, which will remain a “no frills” option with a lower APR of 11.9 per cent. Most Egg credit card customers are men who, research also shows, cite low APR as the main selling point for credit cards.
The Boots Advantage card was launched in October last year. Customers get one Boots point for every pound they spend in any shop, and they gain extra points for using the card in Boots.