Boots to revamp its loyalty card scheme

Boots is relaunching its Advantage Card loyalty scheme with a £3m marketing push. It will be the first major revamp of the scheme since it launched in 1997.

Boots is relaunching its Advantage Card loyalty scheme with a &£3m marketing push. It will be the first major revamp of the scheme since it launched in 1997.

The range of products and services that are eligible for redemption have been increased by 30 per cent compared with last year. Points can be redeemed against beauty days at Livingwell health clubs, hair cuts at Toni & Guy, and consultations with Boots Health Services.

From April 3 cardholders will be able to collect points on over-the-counter medicines, cameras and film processing, which were not previously included in the scheme.

The relaunch will be supported by a TV ad campaign, called “Filmstars”, created by J Walter Thompson and breaking on April 3. It features the Boots character, Clare, living the life of a celebrity by redeeming her Advantage points to receive a free massage, facial, manicure and products.

Boots director of strategic marketing for UK and Ireland Zoe Morgan says: “This relaunch will strengthen the relationship between cardholders and Boots by providing new offers and benefits, and by increasing the difference between Boots’ and other loyalty card schemes.”

The Boots Health and Beauty magazine is also being revamped in May. Copies will be sent to 2.2 million Boots female customers. They will also be invited to attend evenings at Boots stores to receive health and beauty advice about preparing for the summer.

Smaller versions of the magazine on either health or beauty will be sent to a further 1.3 million Boots customers.

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