As of August 2020, to no surprise, the company counts 10.2 million active members in its loyalty card program, of which around 90% are women. New and old members have the opportunity to collect 4 points for every £1 spent, receive personalized recommendations through the Boots app and enjoy special rewards. The retailer combines brilliantly the app with the best point-based system loyalty program, creating a successful and lucrative omnichannel strategy.