Boots UK today launches its Boots Advantage Card in a digital format to further enhance customer experience. The loyalty scheme will now be part of the Boots App*, so that customers can scan to collect points, redeem, check their points balance straight from their mobiles as well as tapping into the wider benefits of the Boots app, like personalised offers on the go.

Launched in 1997, the Boots Advantage Card is the UK’s most generous and most loved loyalty scheme. In the past 12 months more than 1.5 million new card holders joined the scheme which now has 17.1 million** active members.

Helen Normoyle, Marketing Director at Boots UK, 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.”

This week’s launch is one of many new loyalty initiatives, aiming to further enhance customer experience by making shopping at Boots more personalised and relevant. In-store marketing and customer competition with big points prizes when shopping with the Boots Advantage Card on their phone are to follow in the upcoming months.

*90% of existing App customers have auto upgrades enabled. For the remaining 10% a forced upgrade process will prompt existing customers to update their App with one click.
**Active members who have used their card at least once in the last 12 months