Boots The Chemist will have ten million Advantage Card holders by
Christmas - two million more than originally anticipated.
The new figures also reveal that 95% of card holders are female.
The company claims that the card has been successful because of its
unique emotional positioning, which encourages customers to treat
themselves to products using their loyalty points.
A national double points weekend was launched and advertised for the
first time on TV earlier this month. It will be repeated next
’The promotion was phenomenally successful and bucked all trends in the
current retail market. The Advantage Card is our most important
marketing tool and we have ambitious plans as to how we are going to use
it next year,’ said Crawford Davidson, Boots Advantage Card marketing
This includes more segmented mailings according to lifestyle, level of
loyalty and a prediction of the types of products purchased as well as
changes to categories and store positioning.
Card data showed that new mothers buy more photographic material. Store
planning and promotions around the traditionally male-interest category
were given a more female focus.