Boots to give bespoke loyalty offers at till

Boots is to introduce personalised coupons at tills for its 17 million Advantage Card members – one of several initiatives planned to make its rewards programme “more meaningful”.

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The retailer will roll out the targeted promotional coupons at all 2,500 UK stores in an attempt to reward Advantage Card customers with offers that reflect their shopping habits following a trial.

Boots marketing director Elizabeth Fagan says: “Boots recognises that the customer has a choice on where to spend their money, and that they want to feel they are being rewarded for the custom they give in terms of experience, products and range, but also through appreciation. This is a way of making the customer feel much more personally rewarded.

“We’re looking at ways we can make [our Advantage Card scheme] even more generous. Customers have to feel that the brands they support are as loyal to them as they are to the brands.”

The scheme will be developed over time using data gleaned from customers using the service.

It has previously tailored offers through quarterly direct mail-outs and its in-store kiosks, but at-till vouchers have been generic.

The retailer will also increase the number of in-store ‘Advantage Card Evenings’ it hosts exclusively for cardholders, where it offers additional points rewards and promotions in a “special festive atmosphere”. Make-up evenings and additional benefits through its parenting club will also be offered to customers.

The retailer will also continue to add brand partners to its online Treat Street scheme, which allows Advantage Card customers to collect points with other retailers online but claims it has no plans at this stage to extend the Advantage Card to any other retailers on the high street.

There are no plans to launch a major above-the-line or digital campaign to promote the new loyalty offer. Instead, Boots will raise awareness through word of mouth and “quality conversations” with staff.

Sainsbury’s introduced a similar coupon-at-the-tills scheme for its Nectar card programme last year.

Boots launched its first m-commerce site earlier this year and could go on to launch further digital initiatives via social media or mobile apps “when they can bring genuine advantage for customers” but says it has no immediate plans to do so.

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