Boots: Empathy is the best form of defence

Boots, a High Street brand, utilised its unique ability to be there for customers throughout every stage of their life by using its consultation rooms as safe havens for domestic violence survivors and partnering with Vogue Williams for a special podcast to increase footfall.

Summary

Boots has been an enduring force on British High Streets for 174 years, but it was suddenly under attack on all fronts, as every grocer, bargain store, pureplay and marketplace began to diversify, selling health and beauty products. Our competition was no longer just across the road, but everywhere - causing penetration and consideration challenges.

The clue to solve this lay in what many analysts and competitors felt was Boots' weakness rather than its strength: the breadth of its offer. This unrivalled breadth created an unrivalled depth of relationship.

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