Ah, the Boots Advantage Card. It’s a great way to get discounts but sometimes it can be a bit too helpful.

They’ve recently been marketing people of a certain age suggesting that they might want to sign up for their menopause products.  I saw my friends share their (mock) offence on social media at the mere suggestion that they are old by one of their favourite brands so it can be hard to know how to react.   Let’s explore why the Boots Advantage Card can be so helpful even when it seems like they are trying to make us feel old.

Was Boots just being savvy with its suggestion using the power of Data-driven Marketing?

Data-driven Marketing allows companies to track customer data and use it to target their products more accurately. This means that companies can tailor their messages directly to specific customers without having to blanket the entire market or make too many assumptions about who might buy a particular product.  In other words, data-driven marketing gives companies an advantage (pun very much intended) over their competition by allowing them to really hone in on potential customers who would benefit most from their product or service.

In this case, Boots used our age data from the loyalty cards to suggest its menopause products as statistically speaking, women over a certain age have a higher chance of going through menopause and thus may want those products.  So while my friends initially took ‘mock’ offence at being “assumed old”, in reality Boots was just trying to be helpful by suggesting a product that could potentially benefit them in the future.

So let’s talk about the benefits that come with being an “old” Booter!  As we age, our bodies go through changes that require more attention and care. We need quality products that we can rely on for our health and wellbeing.  This is where Boots comes in handy as they understand the needs of perimenopausal women and offer advice tailored to our individual needs. Not only do they provide quality products but they also offer advice from experts.

Don’t forget that the Boots Advantage Card also rewards us with points every time we shop & the more points you accumulate, the greater the rewards become.  And above all else, remind yourself (and your friends) that aging is nothing to be ashamed of – we’re all going through it together!