As a supplier on the Boots Preferred Supplier List, we've had the opportunity to support brands across a wide range of categories, giving us a front-row view of what works and what doesn't. Here are some of the key principles helping brands drive stronger results in Boots today.
Shopability Beats Creativity
Many displays fail because they are attractive but difficult to shop.
Always prioritise:
- Clear messaging hierarchy
- Intuitive navigation
- Before and after images to show results
- Take to till cards
Three Second Rule
A shopper walking a Boots store should understand within 3 seconds:
If not, simplify.
Clever use of Language and Communication
Cut the jargon. Does the shopper immediately understand what you’re saying?
How can you re-frame your messaging in a way that connects instantly, in a meaningful way:
- 1 bottle sold every 10 seconds
- Recommended by experts
- Your faves, now supersized
Think about the language the consumer is using on a daily basis to help your message land better.
Merchandising by Need-State
Shoppers don’t think in categories such ads Skincare, Vitamins, instead they think in need state.
Increasingly effective:
- Acne Solutions
- Hydration
- Sleep Support
- Healthy Ageing
- Sensitive Skin
Connecting campaigns across touchpoints
Leveraging talent associations in-store is an opportunity often missed by brands.
It helps build relevancy through cultural moments…
But in a meaningful way
Here’s a great example of the Matrix x Katseye campaign
- Right place: London is a destination on the Katseye Tour
- Right time: Times in with O2 performance dates
Also helps to unlock new media opportunities in-store
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