March 14th, 2023, Lesley Simeon
Boots is revamping its loyalty programme. Members of the retailer’s ‘Advantage Card’ will now get three points for every £1 spent, instead of the previous four point-reward. But the health and beauty retailer will offer more double and triple points events throughout 2023, amongst other discounts and offers. For example, May 2023 onwards, members can get 10% off on Boots’ own brand products.
As Boots changes its loyalty scheme to offer “on-the-spot lower prices and instant value”, we look at what types of loyalty programmes its customers prefer.
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - most Boots’ current customers (75%) would be interested in joining a points-based loyalty programme in the future. These kind of programmes allow shoppers to earn points relative to the amount spent. While Boots has brought down the number of points customers can earn for every £1 spent, offering them opportunities to earn more points might appeal to their audience’s preference.
According to Boots, its customers prefer ‘frequently using their points to buy essentials, instead of saving them up.” Profiles data suggests that 20% of Boots customers redeem their points/rewards at the earliest opportunity and 25% of them redeem their points regularly to avoid losing them.
Boots shoppers do seem to like collecting rewards/points over time - but getting in-store/online discounts and offers is also their top reason to subscribe to loyalty programmes, Profiles data shows. So, while the retailer’s customers might respond well to more cost-saving offers, continuing a points-based system does align with consumers’ preferences too.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for GB is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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