As part of a comprehensive transformation, Booths has initiated a major upgrade of its fundamental IT systems, aiming to modernize its digital capabilities and enhance its customer offerings.
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GLOIn March 2023, Boots revealed a significant overhaul of its loyalty program, marking its “largest ever” investment in pricing as part of an effort to align with evolving consumer shopping behaviors and expectations. According to Chief Marketing Officer Pete Markey, the redesign aims to provide customers with “more instant” value.
As part of a comprehensive transformation, Booths has initiated a major upgrade of its fundamental IT systems, aiming to modernize its digital capabilities and enhance its customer offerings.
In the context of a multi-year investment plan, the 176-year-old retailer is directing its efforts towards enhancing its data processing capabilities. This initiative will facilitate the digitization of its Booths Card loyalty scheme and a revamp of its checkout experiences, as explained by Managing Director Nigel Murray. The company is committing a total of £10 million to this initiative, with the first significant phase—upgrading its enterprise resource planning (ERP) system—scheduled for completion by April 2025.
Murray emphasized the need for patience in this process, describing the current investments as foundational for core systems and processes. Once these basics are in place, the company plans to build on them, introducing additional capabilities that will elevate its customer engagement.
Booths aims to adopt a more professional approach to customer incentives, potentially involving the implementation of a new Customer Relationship Management (CRM) system and an upgrade to its loyalty scheme, which currently relies heavily on cards and vouchers.
The Booths Card was relaunched in 2020, offering cardholders a 5% cashback on specific items, redeemable as a discount on their subsequent purchases. Additional benefits include discounts on newspapers, a complimentary slice of cake on their birthday from the in-store 1847 café, and the option to receive digital receipts. However, Murray acknowledged that, beyond these perks, there is room for improvement, and the company plans to enhance the scheme’s reach and effectiveness.
In October, Booths conducted a month-long trial, extending the 5% discount to all grocery categories within its food hall, excluding alcohol. While sales saw an increase during this period, the full results will be assessed after the distribution of vouchers to customers in November.
Acknowledging the ongoing efforts, Murray indicated that the loyalty scheme overhaul could take “three to four years” to complete.
Source: Boots
