The new site features a live pharmacist service, which is available Monday to Saturday evenings between 6pm and midnight. Customers can e-mail a question and a pharmacist will call them back within 20 minutes.
Boots said its existing Ask Boots advice portal – which it launched in partnership with the British Medical Journal (Retail Week, August 31, 2007) – will be supplemented by video content providing advice on issues such as morning sickness. Video content is intended to help give more of an editorial feel to the site’s beauty section.
Boots.com has hired former Grazia writer Katie Campbell as beauty editor. She will update the site on a daily basis with information on trends, new brands, and tips from beauty industry experts.
Boots.com director Tim Stacey said: “Our customers told us they would like to see more information and advice alongside our thousands of products. So we are taking this opportunity to update the technology we use at the same time as introducing the richer content our customers requested.”
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