The health and beauty retailer is launching the Boots Treat Street initiative to allow cardholders to collect reward points with other online retailers and redeem them at Boots.

The retailer is targeting women that prioritise spending on friends and family and encouraging them to collect extra points online with other retailers and use them to treat themselves.

Boots has also released research revealing that 67% of women “have difficulty finding the time or money to treat themselves”.

Asos.com, Thomas Cook, ToysRUs and eBay are among the online retailers to join the Boots Advantage programme.

Cardholders can collect Advantage card points by shopping with more than 50 brands through the Treat Street web portal.

By adding third party partners, the Boots Advantage Card is draws similarities to the Nectar loyalty programme which is used by retailers Sainsbury’s and Homebase as well as leisure outlets such as Vue cinema and hundreds of online partners.