Boots makes Advantage Card loyalty scheme digital

The move coincides with the launch of its summer campaign, a “celebration” of body confidence which is where Boots sees itself playing a bigger role in future.

Boots UK is launching its Advantage Card in digital format, meaning customers will be able to scan to collect, redeem and check their points straight from their mobile via the Boots app.

The move also means the 17.1 million loyalty scheme users will also be able to tap into the wider perks of the Boots app, such as personalised offers on the go. 1.5 million of those have signed up in the last 12 months.

“We are continuing to build on the phenomenal success of the Boots Advantage Card,” says marketing director Helen Normoyle.

“Digitising the card makes it more flexible and available, and gives customers more opportunities to tailor and personalise offers, making their shop even more rewarding.”

The move coincides with the start of Boots’s summer activity, which kicks off today with a “feel good” campaign looking to “celebrate confidence” during a season where body insecurities can often go into overdrive.

The TV ad follows the story of two women embarking on their summer trip and the scrutiny they can feel. The spot was based on Boots research that found 76% of women in the UK have avoided summer activities, such as going to the beach or attending a festival, because they felt self-conscious.

READ MORE: Boots aims to ‘reinvent’ retail experience with dramatic beauty overhaul

While the TV spot is the central piece of work, the campaign, by WPP agencies including Ogilvy UK, Mediacom and Bookmark, will also run across print, PR and influencer marketing, as well as Boots’s Health & Beauty magazine and in store.

It includes a commitment to all editorial collateral in the magazine not being retouched, as well as an exclusive partnership with BBC Children In Need’s ‘Million and Me’ initiative, which aims drive positive mental wellbeing conversation with young people.

“A shift in conversation around confidence is happening and we have a role to play in making that conversation not about shape or size but about women having the confidence to be whoever they want to be,” says Normoyle.

“This statistic is really shocking and as the brand that stands for championing everyone’s right to feel good, we wanted to take action. That’s why we’re celebrating women who aren’t driven by a need to be someone else’s definition of ‘summer ready’. In doing so, we hope to inspire the rest of the nation to stop worrying about what others think and just start feeling great about themselves.”

The campaign builds on a number of other commitments to body confidence that Boots is making, including its sponsorship of the national women’s teams of the five countries of England, Scotland, Wales, Northern Ireland and Republic of Ireland, which it announced in April.

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