Boots is rolling out a health club scheme to tap into increasing consumer demand for healthcare and lifestyle information.
The retailer sees the initiative as a way of boosting loyalty in the face of competition from supermarkets. To join, customers must either sign up to its Advantage Card loyalty programme or be an existing member.
Boots developed the scheme using insights it drew from its Change One Thing programme, launched in January, which aimed to persuade people to make a healthy New Year resolution, such as giving up smoking, with help in store.
A TV campaign created by Mother will back the launch. A Boots spokesman says: “People tend to only ask for advice about health in extreme circumstances, but the health club gives them up-to-date tips in their areas of concern.”