Boots is gearing up for a Christmas of convenience as it ramps up its multichannel offer, according to new UK managing director for health and beauty Simon Roberts.
The retailer last month launched an in-store marketing campaign for staff to encourage customers to use its online offer, called ‘Tap into Boots’. It is also rolling out iPads to stores and its next-day click-and-collect service.
Roberts said: “We have big ambitions online and we want to deliver it successfully.
“Tap into Boots is about how much more accessible we can be in the physical space and ecommerce. We want to stand out.
“We have big ambitions this Christmas. It will be about convenience and we have a compelling offer and we feel well set up for that.”
Boots is introducing iPads in all of its stores to allow customers to search for and compare products and watch demonstrations.
Boots introduced its next-day click-and-collect service over the summer, when it also launched Irish website Boots.ie.
The retailer has tripled the number of lines across its popular ‘three for two’ gift offer this Christmas, which will include new categories such as photo frames and children’s clothing. It has also refreshed its fragrance cabinets and introduced new premium ranges.
Roberts has been in the role for just two weeks since he took on the UK responsibilities from former Alliance Boots health and beauty chief executive Alex Gourlay, who assumed a new executive role at drugstore giant Walgreens, Alliance Boots’ merger partner.
Roberts said: “From a strategic point of view I feel confident that we are on a great platform to accelerate our growth. We want to accelerate our customer care to continue to differentiate ourselves in the market.
“Our success depends on trading our brand brilliantly, making sure we have the best team and challenging ourselves to be even better.”
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