Initially launched in January with 150 products in-store, the Price Advantage Scheme has been rolled out to the retailer’s website and extended to include over 300 additional products, across categories such as beauty, health and baby.
It allows loyalty card members to access products at exclusive lower prices, similar to Tesco’s Clubcard Prices; Boots says that to date the programme has saved shoppers over £7m.
The strategy, first reported by Decision Marketing last month, will see the 20-second TV ad launch this week, featuring a spinning Boots Advantage Card which leaps onto a bouncy pink background, causing it to recoil. As this happens, products burst from within, flying upwards and outwards bouncing across the screen.
The supporting marketing campaign is the biggest for the Boots Advantage Card and involves a fully integrated creative and media approach spanning across TV, radio, digital OOH, paid social, and print executions across national press titles and magazines, which showcase the Boots Advantage Card “bursting with offers”.
Boots UK chief marketing officer Pete Markey said: “Price Advantage was born following customer feedback, with many telling us that they would like to receive immediate benefits through their Boots Advantage Card, as well as being able to save up points and treat themselves in the future.
“To spread the word, we have invested in our biggest marketing campaign for Boots Advantage Card, with a £3m investment across April and May.
“Having launched at a time where people may be feeling the pinch, the creative idea is centred around the delight Price Advantage brings as its ‘bursts’ with savings that help people get more out of life for less.”
Boots has been a long-term advocate of the data-driven approach and in 2020 the company retained WPP as its global marketing and communications partner, with a brief to implement the “mass-personalisation” marketing strategy.
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