Boots has revealed a significant update to its Advantage Card loyalty program. The renowned health and beauty retailer will soon introduce more personalized offers tailored to customers’ frequent purchases of specific products and brands, starting in May 2026.
In addition to the individualized deals, Advantage Card members will receive targeted promotions on Boots’ own-brand items every month, replacing the existing 10% discount previously available to cardholders. Despite this change, cardholders will continue to earn three points for every £1 spent. Furthermore, customers aged over 60 will receive eight points for every £1 spent on Boots own-brand products, and students will still enjoy a 10% discount.
The decision to enhance the loyalty scheme stems from Boots’ research, which revealed that 66% of loyalty customers desire personalized offers, while 58% of UK shoppers seek value that resonates with their preferences. Currently, there are approximately 17 million Advantage Card holders.
Charlotte Lock, Chief Marketing Officer at Boots, emphasized the evolution of the Advantage Card scheme to meet the evolving needs and expectations of customers. She highlighted the customers’ desire for tailored offers based on their preferred brands, which the company aims to deliver through data-driven insights and a flexible promotional approach.
Furthermore, Boots recently achieved a significant milestone by becoming the first national retailer to exclusively sell baby food products compliant with the Government’s new nutritional guidelines ahead of the 2027 deadline. The updated standards mandate no added sugar, sweetening ingredients, or salt in baby foods for infants under 12 months. Additionally, restrictions on sugar, fruit, and sodium content have been implemented for snacks targeting 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 initiative, expressing the importance of the revised baby food standards in promoting children’s health and aiding parents in making informed nutritional choices. The commitment to offering high-quality products that meet stringent nutritional criteria reflects Boots’ dedication to supporting families in maintaining healthy lifestyles.