Boots has unveiled a significant update to its Advantage Card loyalty program. The renowned health and beauty retailer will introduce more personalized offers tailored to customers’ purchasing habits and preferred brands, starting in May 2026.
Under the new initiative, Advantage Card members will receive customized deals on Boots own-brand products every month, replacing the current 10% discount. Members will continue to earn three points for every £1 spent, with additional benefits such as eight points per £1 on Boots own-brand items for customers over 60 and a 10% discount for students.
The decision to revamp the program was driven by customer feedback, with 66% of loyalty members expressing a desire for personalized promotions. Furthermore, 58% of UK shoppers emphasized the importance of receiving relevant value offers.
Boots, with approximately 17 million Advantage Card holders, aims to cater to individual preferences by leveraging data insights to provide a unique range of monthly deals for each customer.
In a separate development, Boots has become the first national retailer to exclusively offer baby food products that comply with the Government’s new nutritional guidelines ahead of the 2027 deadline. The updated standards prohibit added sugar, sweetening ingredients, or salt in baby foods for infants under 12 months, and impose restrictions on sugar, fruit, and sodium content in snacks for children aged 12 months to three years.
These dietary guidelines align with the Government’s efforts to combat childhood obesity. Vicky Pennington, Lead Nutritionist at Boots, emphasized the importance of these standards, stating that the company is committed to supporting parents in providing nutritious options for their children.
Boots’ commitment to promoting healthier food choices for children reflects its dedication to meeting high nutritional standards and supporting families in making informed decisions about their children’s diets.