Boots will offer more personalisation within its Advantage Card loyalty scheme, using data and insights to deliver added-value to members and meet growing demands among its customers for reward relevancy.

Almost a quarter of the UK population (24%) and almost half of adult women (48%) now holds a Boots Advantage Card, as the scheme has grown to 17million members.

Following customer feedback, Boots will leverage data to add new layers of personalisation into the scheme, tailoring rewards towards frequently bought brands and products.

Its data showed 66% of customers wanted personalised offers on their favourite brands, while also wanting more opportunities to build up points to spend. Over half (58%) said they were also looking for value that feels relevant.

“We continually evolve the programme to make sure it meets the changing needs and expectations of our customers,” said Charlotte Lock, CMO at Boots. “They have told us they want more personalised offers that make sense for them, based on the brands that they like to shop.”

From next month, the loyalty scheme will offer tailored perks to each shopper across its app and online, including double points and promotions on brands customers buy the most, as well as giving its most frequent shoppers access to the best deals.

“Using our data, insights and flexible promotional programme, the scheme work[s] harder for each individual customer, offering them their own personalised range of deals to activate each month,” Lock added.