Shopping - the purest pleasure of all (with a Boots Advantage Card)

Merry Baskin

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 ThompsonAuthors: 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 . . .

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