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#409: The Boots Iconic "Advantage" Programme implements new strategies (Short Summary Show)

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By: Wise Marketer Staff |

Posted on July 25, 2023

Listen in to hear Tom Peace’s short summary show from the original podcast hosted by Paula Thomas where she is joined by Hollie McLellan, formerly Head of Customer Marketing and Loyalty for Boots UK and now Director of Customer Marketing, to discuss the company’s latest innovations and initiatives.

When it comes to loyalty programmes in the UK, the gold standard programme that consumers say they love the most is often the Boots Advantage Program.

This show was a masterclass in loyalty marketing, showcasing Boots “Beauty Club” which features content marketing as a new loyalty driver, as well as their new “Price Advantage” proposition, and their exciting tests with gamification and subscription strategies.

Paula Thomas

CEO & Founder

Let's Talk Loyalty

Let’s Talk Loyalty” is a powerful podcast created for loyalty marketing professionals worldwide.  

As the first independent podcast in the loyalty marketing industry, Paula Thomas created this show for loyalty industry professionals who create marketing programmes that drive customer loyalty.  

With the industry spending billions of dollars on customer loyalty, the show brings the global loyalty community together to continually learn from each other.  

“Let’s Talk Loyalty” consists of interviews with loyalty leaders around the world, and it is designed to educate and inspire busy loyalty professionals.  

Paula holds an MBA, she is a Certified Loyalty Marketing Professional (CLMP) and she is also a former Judge for the International Loyalty Awards.

Her nickname is the “Oprah of Loyalty”.