Boots takes advantage card digital for 17.1m shoppers

Earlier this month, the retailer landed a partnership deal with Rihanna's Fenty Beauty brand

Boots UK has taken its classic advantage card digital.

In an effort to enhance customer experience, the loyalty scheme - which was introduced in 1997 - will now be available on the Boots app.

Home to 17.1 million active members, from the app users will be able to collect, redeem and check their points balance on their device.

The app, according to the retailer, also allows customers to discover personalised beauty offers.

Helen Normoyle, Boots’ Marketing Director, said: “We are continuing to build on the phenomenal success of the Boots Advantage Card.

“Digitising the card makes it more flexible and available, and gives customers more opportunities to tailor and personalise offers, making their shop even more rewarding.”

Competitor retailers which also offer loyalty cards include Sephora, Ulta Beauty, CVS, Superdrug, and Boots is one of the first to offer its loyalty card online.

Earlier this year, the retailer announced it would swap out its beauty counters for ‘trend zones’ in order to makeover it’s in-store experience in a ploy to attract millennial shoppers, after a slump in its 2018 profits.

Parent company Walgreens Boots Alliance also announced its most difficult quarter in history in April this year.

However, despite its financial woes, the retailer landed a partnership deal with Rihanna’s Fenty Beauty, which was formerly exclusive to Harvey Nichols.