You can gain valuable customer insights by tracking their activity and data to improve and personalise your service. Boots utilise the customer insights they're able to glean from the card's data in a number of ways. This then led to a better, personalised service for that audience, and increased the likelihood of the audience redeeming the offer due to its relevance.
Along with their loyalty card, the chemist also launched their Boots My Offers app in , which allows customers to receive personalised offers or extra points, which they can easily load on to their cards instantly to redeem in store.
The reason they introduced the app was due to the fact their customers were beginning to favour an app over paper and cards. Customers can use the app to redeem offers when it suits them, scan products for reviews, and view specially selected deals. Password recovery. Friday, November 12, Free Retail Newsletter Contact Us.
Forgot your password? Get help. Retail Gazette. Watch all of the retail Christmas adverts of — so…. Roundtable: How can retailers stay relevant to the empowered workforce? Watch all of the retail Christmas adverts of — so far. Boots sales driven by pharmacy demand. How does Tesco maintain its lead in grocery? JD Sports to open new flagship store this month. Launched in , the Boots Advantage Card has attracted 1. Digitising the card makes it more flexible and available, and gives customers more opportunities to tailor and personalise offers, making their shop even more rewarding.
Log in. Department Stores. General Merchandise. Yet earlier this year the retailer acknowledged it needed to rethink the rewards it offers, and decide which customers should receive them, as part of an overhaul of the Advantage Card scheme. The card is seen as vital to Boots' efforts to fend off competition from supermarkets' expansion into health and wellbeing products and services. Boots' quarterly coupon mailings to cardholders, sent with the co-operation of Boots suppliers, typically selected the retailer's highest value customers, missing the opportunity to grow spend from the majority of the customer base.
This left millions of cardholders, many with a high potential for Boots, receiving very little communication from the health and beauty retailer. A new way of selecting customers was called for. Early in September, Craik Jones and retail analytics company 5One began work creating a targeting system that could identify potential customer spend across categories, brands and individual products.
The solution needed to identify a person's potential to buy brands and make the offer selections. Two models were created, looking at each individual's past transactional history, and their future potential see box. The first model, named Peer Group Comparisons, calculates affinity to a product, brand or even category, based on demographics, product purchasing and, critically, the identification of related products.
A key feature of this model is to stop unnecessary incentivising, because of the cost to suppliers. The Peer Group Comparisons model would identify so-called secondary products - those that could be bought in conjunction with a customer's regular products.
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