Boots has unveiled a significant update to its Advantage Card loyalty program. The renowned health and beauty retailer will roll out more personalized offers tailored to customers’ regular purchases of products and brands, commencing in May 2026.
Advantage Card members can anticipate receiving customized deals on Boots own-brand items monthly, replacing the current 10% discount on these products. Additionally, cardholders will continue to earn three points for every £1 spent, with extra benefits such as eight points for every £1 spent on Boots own-brand products for over-60s and a 10% discount for students.
The decision to implement these changes stemmed from Boots’ research, revealing that 66% of loyalty customers desire personalized promotions, while 58% of UK shoppers seek relevant value propositions. The retailer caters to approximately 17 million Advantage Card holders.
Charlotte Lock, Chief Marketing Officer at Boots, emphasized the scheme’s adaptability to meet evolving customer preferences: “Our data-driven approach enables us to deliver personalized offers aligned with customers’ brand preferences, enhancing the program’s value for each individual customer.”
Boots recently made headlines as the first national retailer to exclusively offer baby food products compliant with the Government’s forthcoming nutritional guidelines before the 2027 deadline. These standards mandate no added sugar, sweeteners, or salt in baby foods for infants under 12 months, with restrictions on sugar, fruit, and sodium content in snacks for children aged 12 months to three years, aligning with the Government’s anti-childhood obesity initiatives.
Vicky Pennington, Lead Nutritionist at Boots, spearheading the review, expressed the significance of these guidelines: “This initiative marks a pivotal advancement in children’s nutrition, ensuring parents can provide their children with the best nutritional foundation. We aim to simplify the process of selecting nutritious products for families, empowering them with confidence in their choices.”
