Marketing Research Awards: Retail

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WINNER Client: Boots Agency: Simpson Carpenter  COMMENDED Client: Post Office Agency: GAPbuster Worldwide 

Boots depends heavily on Christmas trading, which contributes up to one-third of its annual sales. A number of developments in the market - including the stronger presence of supermarket chains and the challenge from internet and mail order delivery channels - had made Christmas retailing more difficult for Boots in recent years. In addition, Boots had refocused primarily on health and beauty products and needed to re-establish itself as a place for buying Christmas gifts, without compromising its core business.

Boots' customer and marketing insights (C&MI) …