Boots DM drive to cardholders

Boots is embarking on its first major direct marketing assault linked to the Advantage loyalty card it launched in August.

Boots is embarking on its first major direct marketing assault

linked to the Advantage loyalty card it launched in August.



In a move similar to Tesco’s, Boots is inviting people to attend

exclusive store evenings in a bid to get closer to its female customer

base.



However, the Boots initiative is on a wider scale, with around two

million cardholders receiving a mailing on November 10 consisting of a

fine fragrance leaflet and an invitation to attend a double-points

evening at their nearest Boots store.



On the first three evenings in December, consumers gain double points on

most products in-store, including fine fragrances.



The retailer’s aim is to build relationships with its customers,

encourage the purchase of Christmas presents as well as the collection

of points for a personal gift.



The current mailing, by Ogilvy Direct, is targeted geographically, but

Boots intends to target particular types of consumer from its four

million cardholders once a profile has been built.



Marketing director Richard Holmes is known to be keen on building up

stronger relationships with his customers. A larger proportion of the

Boots pounds 30m marketing budget will be channelled into direct

marketing as it gains more intelligence on its female customer base.



’The evening is the first in a series of targeted late-night openings,’

said corporate communications manager Jane Lawrie.



’The card allows us to match customers’ needs. We can use it to target

expectant mothers or to invite young consumers for an evening

make-over.



’It’s the relationship that’s important,’ she added.



Boots is expected to report interim profits of pounds 250m this week.



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