Director of insights, loyalty and multichannel Boots UK

Ruth Spencer is playing a key role in the retailer’s evolution into being a multichannel player. With 2,000 stores on almost every high street in the UK – plus other key destinations such as retail parks and railway stations – Boots is uniquely placed to capitalise on the multichannel revolution. And among non-food retailers, its Advantage Card gives it a much greater level of insight into who its customers are.

It has headline grabbing initiatives such as allowing its stores to be used as collection points for other retailers’ online orders, and extending Advantage Card to other retailers. But perhaps the biggest opportunity is to use the web to reinforce the reputation of Boots as the go-to place for health information, and to create communities for particular interest groups such as new mothers.