Booths Bags for Life

This case study describes how Booth's, the British retailer, overcame UK legislation that saw shoppers charged 5p for plastic bags by creating bespoke fabric bags - a new product category capable of growing sales.

Booths Bags for Life

Agency: Smith &+ Village

Executive Summary

Money bags Or how creativity turned a legislative headache into a successful new income stream

On October 5th 2015, new legislation came into force that brought England in line with the rest of the United Kingdom and saw shoppers in large stores charged 5p for every plastic carrier bag they used. As for other multiple retailers, the introduction of this legislation had considerable implications for Booths, a small chain of 28 high quality food and drink stores based in the North-West of England. To be honest it was something...

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