Boots relaunches Advantage card

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here