From less than festive to Christmas grotto: How a sprinkling of insight magic helped deliver growth for Boots UK at Christmas
Boots and Trinity McQueen
Summary
Christmas is a key trading period at Boots UK, accounting for a substantial percentage of annual sales revenue, at a highly competitive time of year. Retaining and growing market share at Christmas is an on-going challenge for retailers. Boots carries out research every Christmas to understand what customers like about its Christmas offering and what areas to improve on. Over Christmas 2013, we did that research differently and landed it in a way that...