Boots revamps Advantage Card kiosks
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.
In addition to using the Advantage Card to build customer loyalty, Boots wants to gain a better understanding of consumer shopping habits in each store. One of the strengths of Tesco's Clubcard is the highly detailed information it can provide from transactions.
The review of the data brief will not affect the position of Craik Jones Watson Mitchell Voelkel, which handles direct marketing for Boots' Advantage Card.
Separately, Boots is developing in-store health zones in its bigger stores, making better use of floor space by dropping underperforming sectors such as electricals and homewares.
The plans include the extension of the waiting areas for customers collecting prescriptions. Consultation rooms for pharmacists are also being introduced as part of a government initiative to alleviate the pressure on GPs' surgeries from people suffering from long-term illnesses.
This article was first published on Marketing
Latest jobs Jobs web feed
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- Account Director- Exciting Online Content Marketing Company- Up to £70,000 plus OTE Cedar Scott Up to £70,000 basic (up to £90,000 OTE) plus share options, Central London
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
- Senior Planning Director, International Agency, London, to £120k Fill Recruitment Ltd to £120,000, Central London
- Head of Customer Analytics - Consultancy Harnham £90000 - £100000 per annum + benefits, London
- Content Analyst Nakama c£230-250 per day LTD, London
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...