Magazine article Marketing

Boots Revamps Advantage Card Kiosks

Magazine article Marketing

Boots Revamps Advantage Card Kiosks

Article excerpt

Boots is planning the biggest overhaul of its in-store Advantage Card scheme since its inception in 1997.

The health and beauty retailer is to replace Advantage Card kiosks in 485 of its high-street stores. Installed in 1999, the kiosks provide cardholders with personalised offers based on their shopping habits.

Boots said the replacement kiosks will take up less space and will be faster and easier to navigate; updated technology will also enable offers to be more targeted.

It has appointed integrated agency Odd to create a point-of-sale area and brand identity for the kiosks.

The kiosks will be rolled out in bigger Boots stores between May and June. Units are unlikely to be fitted in smaller outlets the company inherited through its merger with Alliance Unichem.

The activity comes as Boots places more emphasis on its Advantage Card loyalty scheme, which has about 15m members.

The retailer is seeking an agency to help it make more effective use of the data collated from the cards and is believed to have already brought in loyalty specialists from Tesco. …

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