Boots: A 360 shopper perspective - maximizing lifetime customer value in a retail business

This article explains how Boots, the UK beauty and personal care retailer, used online surveys to understand how much more consumers are willing to pay for better quality service and in-store experiences.

Boots: A 360 shopper perspective - maximizing lifetime customer value in a retail business

Layla Northern, Andy Plunkett, Sam Gardner and Kathryn BoxallBoots UK and Boxclever Consulting

Summary

Boots UK has dozens of categories, many with unique buying behaviours. Research is frequently commissioned to understand deeper purchasing motivations at category or at macro store level but rarely is a single, cross category study able to deliver both the depth and breadth of insight desired by multiple stakeholders.

Boots and Boxclever transformed standard store drivers research into a cornerstone insight program. The previous methodology evolved to elicit greater granularity for...

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