Case Study: Boots UK achieves 70% increase in incremental spend from loyalty customers with IBM Watson Customer Engagement

Significantly lifting incremental spend with tailored promotions for loyalty card customers

Boots, the UK health and beauty retailer with around 15 million Boots Advantage Card holders, needed to make its loyalty program more engaging and drive higher customer spend by delivering truly personalized offers. To solve this, Boots turned to IBM and its Watson Customer Engagement capabilities to move beyond generic promotions and harness its large volumes of transactional data for one-to-one marketing.

IBM implemented an integrated analytics and marketing stack (including IBM DB2, SPSS Modeler, IBM Campaign, Contact Optimization, WebSphere and Digital Analytics) to build a single customer view, predict next-best actions and deliver tailored messages across online, in-store and mobile channels. As a result, Boots reports a 70% increase in annual incremental spend from loyalty card customers and launches 70% more tailored messages each year, while improving customer sentiment and omnichannel engagement.

Boots

Martin Squires

Head of Customer Insight