Marketing Research Awards: Retail
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) team realised that focusing on tactical initiatives and conducting ad-hoc research would be inadequate to the task. In partnership with agency Simpson Carpenter, it initiated a comprehensive review of Christmas trading, which combined an understanding of its current performance with clear guidelines on planning and implementation for the following year.
The success of the project depended on three key elements. First, it looked at the development of store layout and decoration, in consultation with Boots' customers and staff and with detailed briefings on various store formats.
Second, the research team linked this feedback with insights from a range of other sources, including analysis of the behaviour of Boots Advantage Card holders, to examine the wider impact on the Boots brand.
Third, its consumer research focused on Boots shoppers, reflecting the aim of driving up the value of transactions and the number of visits, rather than attracting new or lapsed customers. …