As consumers seek value during the cost-of-living crisis, the retailer informs Advantage members that the program now provides more immediate discounts, as they had requested.
Boots, the largest health and beauty retailer in the United Kingdom, has announced adjustments to its loyalty program that will reduce the value of points but offer more instant discounts.
The retailer stated that beginning in May, more of its own-brand products would be eligible for the Advantage Card, but it would only award 3p in points for every pound spent on eligible items, as opposed to the current 4p.
Each point would still be worth £1 in-store or online.
Boots cited customer feedback as the reason for the move.
Pete Markey, the company’s chief marketing officer, stated: “Customers want immediate price reductions and rapid value.
“We’ve also observed that Advantage Card members are increasingly using their points to purchase necessities rather than storing them.
We’ve listened to your feedback and expanded the program to provide more rapid rewards, immediate value, and lower prices.
The monetary value of points earned by May will remain unchanged.
“Boots Advantage Card members will receive 10% off every time they shop from the extensive range of 6,000 Boots own brand products, as well as more reduced prices and instant savings on big name brands with Price Advantage discounts on over 1,000 products each month,” said Boots.
Bright pink labels are used to identify products that are part of the Price Advantage element.
