Boots leans on digital as it prepares to reopen beauty counters

Boots Covent Garden 9

Boots is relying on digital innovation to launch its latest No. 7 product and reopen its in-store beauty counters next month.

The health and beauty retailer will be able to offer services in its stores deemed ‘non-essential’ from June 15, which will include reopening its beauty counters.

Although the retailer will be temporarily removing testers and face-to-face beauty consultations to adhere with social distancing requirements, Boots will offer shoppers in-store and online video consultations with No. 7 advisers, which last 15-20 minutes and focus on skincare and cosmetic advice.

Other additional in-store safety measures include the introduction of a triaging process for different customers’ needs alongside dedicated social distancing wardens who will patrol stores at all times.

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