Boots has revealed significant updates to its Advantage Card loyalty program. The renowned health and beauty retailer is set to introduce more personalized offers tailored to customers’ regular purchases of products and brands, starting in May 2026.
In addition to personalized deals, Advantage Card members will receive exclusive monthly offers on Boots own-brand items, replacing the current 10% discount on such products. Members will continue to earn three points for every £1 spent, with additional perks like eight points for every £1 spent on Boots own-brand items for over-60s and a 10% discount for students.
The decision to enhance the loyalty scheme follows Boots’ research showing a strong demand for personalized offers among loyalty customers, with 66% expressing interest in such benefits. Moreover, 58% of UK shoppers seek relevant value in their shopping experience.
With approximately 17 million Advantage Card holders, Boots aims to meet changing customer expectations by offering tailored deals based on individual shopping preferences. The retailer’s Chief Marketing Officer, Charlotte Lock, emphasized the importance of evolving the program to cater to customers’ needs effectively.
Boots recently made headlines as the first national retailer to exclusively sell baby food products meeting the Government’s new nutritional guidelines ahead of the 2027 target. These guidelines include strict standards for baby foods, ensuring no added sugar, sweeteners, or salt for babies under 12 months and regulated sugar, fruit, and sodium content in snacks for children aged 12 months to three years.
Vicky Pennington, Lead Nutritionist at Boots, led the review process, highlighting the significance of these guidelines in promoting healthy nutrition for children. The retailer aims to assist parents in making informed choices by offering products that adhere to high nutritional standards.
By prioritizing customer preferences and promoting healthier choices, Boots continues to enhance its offerings and reinforce its commitment to supporting customers’ well-being.
