Benefits (as someone who spends a lot on nappies and baby stuff!) -

a) effectively 4% cashback, doubling to 8% on selected brands (eg Pampers) if you register with kids club. Idiot proof scheme. HOWEVER, it only works because Boots is now price competitive with Waitrose these days. If Boots was more expensive than Waitrose then I wouldn't bother shopping there for baby stuff - as it is they seem to price match and therefore Boots is cheaper with the card.

b) easy to use the points - you can use them to pay for anything at Boots. Only wierd tweak is that the purchase must be smaller than your points balance - you can't part-pay for items with points.

c) no opportunity to use points more effectively (the equivalent of Tesco Deals) which may be a missed opportunity

d) occasional postal mailings offer extra points on various things, but the coupons have a very annoying habit of being rejected by Boots tills - big lack of joined up thinking

e) oddly, the fact that Boots is able to give 4% cashback to card holders always made me think that Boots was somehow ripping people off because its profit margins must be too high if it can happily give away 4%!

f) I occasionally feel a bit of a twat faffing about for a loyalty card that will get me a paltry 40p back on a £10 purchase - it somehow seems too much trouble (although we still have the card). For this reason, I never bothered with one in pre-baby days even though I've always bought stuff in Boots.