The chain tells Advantage users that the scheme is now offering more instant discounts, as they had requested, as shoppers seek value during the cost of living crisis.

Boots, the UK’s largest health and beauty retailer, has revealed changes to its loyalty scheme that will see points reduced in value but offer more instant discounts.

The chain said more of its own-brand products would be covered by the Advantage Card from May but it would, from then, pay 3p worth of points for every pound spent on qualifying goods, rather than the current 4p.

The value of each point would remain at 1p to spend in-store or online.

Boots said its move was in response to customer feedback as shoppers hunt down value amid the continuing cost of living crisis.

Pete Markey, the company’s chief marketing officer, said: “Customers want to be rewarded with on-the-spot lower prices and instant value.

“We’ve also noticed that Advantage Card members are now more frequently using their points to buy essentials instead of saving them up.

“We’ve listened and have expanded the scheme to give more instant reward, immediate value and lower prices.”

The monetary value of the points achieved by the May date will not change.

“Boots Advantage Card members will receive 10% off every time they shop from the extensive range of 6,000 Boots own brand products, as well as more lower prices and instant savings on big name brands with Price Advantage discounts on over 1,000 products each month”, Boots said.

Goods included in the Price Advantage element are identified via bright pink stickers.