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
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
’It’s the relationship that’s important,’ she added.
Boots is expected to report interim profits of pounds 250m this week.