Boots revamps Advantage Scheme in response to rising cost of living

The Boots Price Advantage scheme allows Boots Advantage Card members access to instant lower prices on a range of products

Georgie Moreton

Deputy Editor, BITE Creativebrief


The UK is facing a cost of living crisis with the price of goods rising rapidly and earnings stagnating. After a difficult pandemic period, people are set to face continued hardships as price increases across almost every industry will have a significant impact on day to day life. As a result, brands must also navigate this time period carefully and offer support to their customers where possible as those that help alleviate stress will gain favour. One such brand that is listening to its customers and offering support is Boots, which has adjusted its loyalty scheme to make it easier for customers to access savings. 

The Boots Price Advantage scheme allows Boots Advantage Card members access to instant lower prices on a range of products and after launching in Boots stores in January, the scheme is now available online. Boots Advantage Card members who purchase products included in the scheme will see an average saving of £2.65 per product, with some products offering up to 50% off and savings as big as £17. 

“Price Advantage was born following customer feedback, with many telling us that they would like to receive immediate benefits through their Boots Advantage Card, as well as being able to save up points and treat themselves in the future.” explained Pete Markey, Chief Marketing Officer at Boots UK, “The response from the store launch has exceeded expectations and the business has seen positive feedback from both customers and store colleagues. To spread the word, we are investing in our biggest marketing campaign for Boots Advantage Card, with a £3m investment across April and May.”
To support the rollout of the scheme, Boots is launching one of its largest marketing campaigns for the Boots Advantage Card yet, involving a fully integrated creative and media approach.  Activity will span across TV, radio, digital OOH, paid social, and print executions across national press titles & magazines to let audiences know about the new Boots Advantage Card offers. 

Learning from loyalty 

The Boots Advantage card is one of the largest, long-standing loyalty schemes with more than 15 million active members. Not only is it a great way for customers to engage with Boots and get hold of discounts and rewards, it is also imperative in helping the brand get to know its customers better. 

With the first-party data the brand has access to via the scheme, it is able to tailor offers and adjust the scheme according to the wants and needs of the consumer. In this case, Boots has listened to its consumer's need for more instant rewards as a result of the hardships faced by the cost of living crisis. 

Thanks to the loyalty scheme, the brand can also see what kind of products customers best engage with and be adaptable with the scheme to create better experiences. For example, current products on the Price Advantage scheme include Pixi Double Cleanse which will see customers save £8, CeraVe Smoothing Cleanser with savings of £3 and Gilette Fusion Blades 12pk with £4.99 savings.

As consumers struggle with the rising costs of living, brands such as Boots that offer assistance and adapt schemes to changing needs show an astute understanding of their customers and the hardships they face.