Boots has revealed a significant update to its Advantage Card loyalty program. The renowned health and beauty retailer will soon introduce more customized offers based on customers’ regular purchases of specific products and brands, starting in May 2026.
In addition to the personalized deals, Advantage Card members will also benefit from exclusive monthly offers on Boots own-brand items, replacing the current 10% discount previously available to cardholders. Members will continue to earn three points for every £1 spent, with additional perks such as earning eight points for every £1 spent on Boots own-brand products for customers over 60, and a 10% discount for students.
The decision to implement these changes comes after Boots conducted research indicating that 66% of loyalty customers prefer personalized offers, while 58% of UK shoppers seek value that aligns with their preferences. With approximately 17 million Advantage Card holders, the retailer aims to meet the evolving needs and desires of its loyal customer base.
Charlotte Lock, Chief Marketing Officer at Boots, emphasized the company’s commitment to adapting the Advantage Card scheme to better serve customers’ changing expectations. By leveraging data and insights, Boots can now offer tailored deals to each individual customer, enhancing the overall loyalty program experience.
Furthermore, Boots recently became the first national retailer to exclusively sell baby food products that comply with the Government’s new nutritional guidelines, ahead of the 2027 target. The updated standards ensure that baby foods for infants under 12 months do not contain added sugar, sweeteners, or salt. Additionally, there are specific limits on sugar, fruit, and sodium content in snacks aimed at children aged 12 months to three years, aligning with the Government’s efforts to combat childhood obesity.
Vicky Pennington, Lead Nutritionist at Boots, led the review process and highlighted the importance of these nutritional standards in promoting healthy eating habits for children. The retailer’s dedication to providing high-quality nutritional products reflects its commitment to supporting parents in making informed choices for their families’ well-being.
Overall, Boots continues to prioritize customer satisfaction and health-conscious initiatives through its loyalty program enhancements and adherence to stringent nutritional guidelines for baby food products.