Boots card tops ten million mark

Boots The Chemist will have ten million Advantage Card holders by

Christmas - two million more than originally anticipated.

The new figures also reveal that 95% of card holders are female.

The company claims that the card has been successful because of its

unique emotional positioning, which encourages customers to treat

themselves to products using their loyalty points.

A national double points weekend was launched and advertised for the

first time on TV earlier this month. It will be repeated next

weekend.

’The promotion was phenomenally successful and bucked all trends in the

current retail market. The Advantage Card is our most important

marketing tool and we have ambitious plans as to how we are going to use

it next year,’ said Crawford Davidson, Boots Advantage Card marketing

group manager.

This includes more segmented mailings according to lifestyle, level of

loyalty and a prediction of the types of products purchased as well as

changes to categories and store positioning.

Card data showed that new mothers buy more photographic material. Store

planning and promotions around the traditionally male-interest category

were given a more female focus.

This article was first published on Marketing