Boots has revealed a significant update to its Advantage Card loyalty program. The renowned health and beauty retailer will introduce customized deals tailored to the specific products and brands that customers regularly purchase, commencing in May 2026.
In addition to personalized offers, Advantage Card members will now receive targeted promotions on Boots own-brand items every month, replacing the previous 10% discount on these products for cardholders. The loyalty program will continue to award three points for every £1 spent, with additional benefits such as eight points per £1 on Boots own-brand products for customers over 60 and a 10% discount for students.
Boots made the decision to implement these changes following research indicating that 66% of loyalty customers desire personalized offers, while 58% of UK shoppers seek value that resonates with their preferences. Currently, there are approximately 17 million Advantage Card holders.
Charlotte Lock, Chief Marketing Officer at Boots, emphasized the company’s commitment to evolving the Advantage Card program in alignment with customer needs. She highlighted the importance of providing tailored offers based on individual shopping preferences using data insights and a flexible promotional approach to enhance the customer experience.
This update follows Boots’ initiative to become the first national retailer to exclusively sell baby food products meeting the Government’s new nutritional guidelines ahead of the 2027 target. The new standards focus on eliminating added sugar, sweetening ingredients, and salt in baby foods for infants under 12 months, as well as imposing restrictions on sugar, fruit, and sodium content in snacks for children aged 12 months to three years. These guidelines form part of the Government’s efforts to address childhood obesity.
Vicky Pennington, Lead Nutritionist at Boots, led the review process and emphasized the significance of these nutritional standards for parents seeking optimal nutrition for their children. She expressed Boots’ dedication to supporting parents in navigating children’s nutrition by ensuring that all products meet high nutritional benchmarks, aiming to simplify the shopping experience and instill confidence in families.
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