Magazine article Marketing

Boots Should Rely on Brand Heritage, Not Fancy Bolt-Ons

Magazine article Marketing

Boots Should Rely on Brand Heritage, Not Fancy Bolt-Ons

Article excerpt

Great British retail brand gets caught napping by fleet-footed rivals encroaching on its territory, loses investor confidence as share price continues to spiral downward, and someone hits the panic button.

The Boots story appears to be going the same way as that of Marks & Spencer and Sainsbury's. The question is, what happens next?

For starters we can expect to see some management changes, cost cutting and possible disposals of some of its non-core divisions. It is then that the meddling will begin in earnest.

The retailer is known to be looking at the refurbishment of some of its outlets as upmarket providers of tooth-to-toe health and beauty services. Under the Boots Wellbeing brand, these high street stores could offer everything from chiropody to herbalism to dentistry in an effort to bring in higher value customers. Other stores within its portfolio will been turned into high-traffic convenience outlets, with numerous tills and rapid turnover.

It's innovative, but no more innovative than many recent Boots add-ons, and no more likely to reverse the erosion of its business by the supermarkets. The reason that 80% of British women visit a Boots store at least once a month is because they know that it is trustworthy and that they can meet all their health and beauty needs there. The reason Boots is losing out to Tesco and Asda is that the supermarkets are regular destinations for shoppers who, increasingly, can meet all their health and beauty needs there. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.