Episode 230

#230: The Boots Iconic "Advantage" Programme in the UK Celebrates Its 25th Birthday

Published on: 1st June, 2022

When it comes to loyalty programmes in the UK, the gold standard programme that consumers say they love the most is often the Boots Advantage Program.

2022 marks the 25th anniversary of this iconic programme, so "Let's Talk Loyalty" was delighted to be joined by Hollie McLellan, Head of Customer Marketing and Loyalty for Boots UK, to discuss the company's latest innovations and initiatives.

Join us to hear this masterclass in loyalty marketing, showcasing their new "Beauty Club" which features content marketing as a new loyalty driver, as well as their new "Price Advantage" proposition, and their exciting tests with gamification and subscription strategies.

Boots UK is truly an iconic retail brand so don't miss this exclusive opportunity to learn how their Advantage Program is changing and innovating for the future.

Show Notes:

  1. Boots UK
  2. Boots Advantage Program
  3. My Beauty
  4. Boots X
  5. Hollie McLellan

Time Stamps:

03:26 - Hollie’s Favorite Loyalty Program

07:18 - History of the Advantage Program

10:07 - Approximate numbers of members of Boots Advantage Program in the UK

11:12 - Points reward elements

12:52 - How staff embrace and execute the program very well

14:39 - My Beauty

17:58 - Contents as a big part of the future

24:19 - Price Advantage Proposition

35:18 - What we can expect coming up next with Boots

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About the Podcast

Let's Talk Loyalty
“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.

If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

Check out our website on: http://www.letstalkloyalty.com/

About your host

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Paula Thomas

Paula Thomas is the Founder and CEO of Let’s Talk Loyalty and Loyalty TV

Paula Thomas is an award-winning podcaster who founded the “Let’s Talk Loyalty” podcast and business in 2019, and Loyalty TV in 2023.

She has over twenty-five years blue-chip marketing experience, including almost a decade leading consumer loyalty programmes in multiple sectors including telecommunications, the energy sector, banking and airline loyalty programmes.

She is from Ireland and lives in Dubai.

Paula is a former judge for the “International Loyalty Awards”, and the author of the book “Driving Loyalty in Convenience Retail”.

She holds an Executive MBA from Smurfit Business College, one of Ireland’s top universities, and is a “Certified Loyalty Marketing Professional”.