A brand agency review of a health & beauty retail pioneer.

In a previous article, we explored the multi-channel ethical beauty retail pioneer, The Body Shop. Now, in the third and final instalment of our series on health and beauty retailing, we turn our focus to the multi-channel strategies of Boots.

For nearly a century, Boots has held a privileged position in UK retail. As the market leader in pharmacy, health and beauty, cosmetics, personal care electronics, and toiletries, it has forged exclusive partnerships with major brands and achieved high sales margins. Moreover, Boots is one of the UK’s most trusted brands, providing it with a unique opportunity to analyse emerging consumer trends and enhance the in-store and online shopping experience.

In partnership with Walgreens, Boots has embraced omni-channel strategies like "buy online/mobile," allowing consumers to place orders and choose home delivery, store pickup, or collection from a designated pickup point. This seamless service helps to bridge the gap between digital and physical retail, as Boots tracks mobile sales and attributes them to local stores, enhancing the customer experience.

Regardless of the channel used, Boots customers earn rewards through the Boots Advantage Card program, which tracks purchases and delivers personalised vouchers that can be redeemed across any platform. With over 15 million Advantage Cardholders in the UK, the potential for mobile adoption among this loyal customer base is significant.

Beyond mobile, Boots offers digital services such as email and text reminders for prescription refills, Pharmacy Chat (an online pharmacist consultation service), and a virtual doctor service that provides video consultations—showcasing how digital technology is perfectly suited to the retail pharmacy industry.

As Boots and Walgreens continue to refine these services and adapt to customer needs, the potential for a shift in the business model becomes evident. Boots is in the midst of its digital transformation, and with continued technological innovation, we can expect further advancements in multi-channel sales and customer loyalty programs.

Boots has a long-standing history of product innovation, having developed renowned products like Ibuprofen, E45, Soltan, Strepsils, and No7 Protect & Perfect. However, product innovation alone is no longer enough. Boots has faced increased competition from supermarkets, which offer lower prices and the convenience of picking up health and beauty products alongside groceries.

Supermarkets are stepping up their game, working with branding agencies and design consultants to create bespoke in-store health and beauty departments, offering services like beauty treatments, consultations, and nutritional guidance. Department stores and competitors like Superdrug are also providing compelling in-store experiences, while online pure-play businesses are catering to customers' need for convenience with subscription services and beauty boxes.

Despite some services at Boots, like photo printing, seeming outdated, the brand has successfully adapted these offerings for the digital age. Boots now offers mobile app features like photo appointment booking and print-and-collect services, reflecting a commitment to digital innovation. Additionally, improving in-store WiFi is part of the brand's strategy to enhance mobile use in-store.

The beauty of multi-channel retailing in pharmacy, health, and beauty lies in its ability to simplify the shopping experience. By removing barriers to purchase, brands can increase profitability and brand loyalty. Multi-channel strategies like Click and Collect, Reward Cards, and the use of stores as showrooms and distribution centres are all ways in which Boots and other retailers are reshaping the landscape.

However, going omni-channel presents challenges, particularly in terms of operations and branding. Boots has maintained the same brand identity for nearly two decades, and while it is considered iconic by many, there is a case for refreshing the identity to keep pace with market trends and the digital revolution, much like the evolution of the Apple brand over the same period.

Boots’ store design and product offerings are functional, but lack the warmth and visual diversity seen in some competitors. While the brand excels in functionality, it could enhance the shopping experience with a more vibrant and engaging store environment. The website mirrors the functional store experience but lacks the dynamic, aesthetic appeal of fashion-forward beauty brands.

To fully embrace the digital age, Boots could consider a bold shift in its visual design and brand identity, incorporating a more opinionated stance on fashion, beauty, and healthy living, supported by lifestyle-focused social media campaigns. Such a transformation would allow the brand to move from being a passive retailer to an active facilitator of customer engagement through digital content.

At CampbellRigg, our process of renewal encourages us to continually benchmark and write about the best-in-class retail brands across the globe.

The images below are from our agency archive, showcasing our work with major supermarket retail chains in the health and beauty category.

Why not call us to discuss your retail brand strategy, design renewal program, and digital and social media needs?