This episode is sponsored by Phaedon.

Download their 2026 research paper on Humanizing Loyalty here now.

Listen in to hear Tom’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.

Hosted by Tom Peace.

Show Notes:

1) Boots Advantage Program

2) Hollie McLellan

3) My Beauty

4) Boots UK

5) #230: The Boots Iconic "Advantage" Programme in the UK Celebrates Its 25th Birthday⁠