This 1998 paper examines the success of the Boots Advantage Card as both a sales and marketing tool and a loyalty scheme.
Agency: J Walter Thompson | Authors: Merry Baskin |
Shopping the purest
pleasure of all (with a Boots Advantage card)
IT'S THE PIONEERS WHO GET SCALPED
The airlines and the petrol retailers started it but Tesco
triggered the landslide into customer loyalty schemes. The
ability to reward and recognise important customers via a
numbered plastic card and magnetic strip was the
marketing phenomenon of the mid 1990s. But unless you were first
in, loyalty schemes were dangerously close to being seen as
simply defence mechanisms.
TABLE 1: EVERYBODY'S DOING IT . . .
Retailer | Launch date | Card... |