Creating a flagship health & beauty destination
Despite being a high street favourite for decades, Boots realised heritage is not enough to engage customers today. While the brand provides products and services that fulfil their ‘feel good’ ethos, the retail experience had fallen behind. With the growing health & beauty industry and shifting consumer expectations, there was an opportunity to create a best-in-class retail experience, whilst reaching a new audience in beauty and wellness.
We worked with Boots to define, create and deliver a retail experience that revitalises the relationship between brand and customer, drives sales and delivers a new platform for partner brands and new services. The revamped beauty hall rivals those of department stores while the wellness department features an extensive offer. The pharmacy and opticians have also been reinvented to serve customers how they want to be served today.
Key insight: The boots ‘feel good’ promise cannot be delivered through messaging alone, it has to guide and inspire every aspect of the brand experience
Our ambition was to create a holistic, accessible and multi-channel retail experience where every shopper can feel good, be their most confident self, and live life to the full.
Our concept of ‘Boots Revitalised’ allows customers to discover the newest products and trends, experience demonstration spaces through advice and tutorials, and the Boots Edit, a curated selection of products supporting seasonal, trend or lifestyle stories. This was all alongside developing new concepts with enhanced the service offers across pharmacy and opticians, and the development of a new Wellness offer and space.
Strategic shift: From no frills pharmacy retailer to an inspiring, customer-centric wellness and beauty brand
The new attitude and focus on beauty has attracted new brands such as Fenty and The Ordinary.
A self-service collection machine holds up to 162 prescriptions at once for a convenient customer experience.
“ Our new Covent Garden store starts a journey of reinventing Boots for the future. The store is full of exciting beauty brands, ideas for living well and services to help you get better, all with the great care that Boots colleagues give. We will learn what people love and want from this shop and this will help us shape a blueprint for our whole 2,500-store estate.” Sebastian James
Managing Director, Boots UK and ROI