Boots is set to launch a digital version of its Advantage Card loyalty scheme, enabling personalised offers via mobile.

The health and beauty retailer’s loyalty scheme will become part of its app, allowing customers to collect and redeem points directly to their phone.

The scheme currently has around 17.1 million active users, with 1.5 million new members having joined in the last 12 months.

UK marketing director Helen Normoyle commented: “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.”

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