Boots has announced a significant update to its Advantage Card loyalty scheme, introducing personalised deals starting from May 2026. The health and beauty retailer will tailor offers based on the products and brands customers regularly purchase.
Members will receive targeted Boots own-brand deals each month, replacing the existing 10% discount on own-brand items for loyalty card holders. The core points system remains unchanged: three points per £1 spent, with over-60s earning eight points per £1 on Boots own-brand products, and students retaining a 10% discount.
Boots said the changes follow research showing that 66% of loyalty customers want personalised offers, and 58% of UK shoppers seek value that feels relevant to them. Charlotte Lock, Chief Marketing Officer, stated: "They have told us they want more personalised offers that make sense for them, based on the brands that they like to shop."
