Boots announces plans to reinvigorate its beauty shopping experience, in line with recent developments from globally leading health & beauty specialists.
Boots: modernising the beauty offer
In an interview with The Daily Mail, Sebastian James, Managing Director for Boots UK & Ireland, outlines plans to boost the retailer’s beauty offering.
The retailer is set to create a new beauty hall experience which will include magic mirrors, which allow shoppers to virtually try on new makeup looks, in-store. The plans form part of the business's wider aim to modernise its customer proposition.
The retailer plans to enhance its focus on beauty in the year ahead, opening 31 beauty halls within its stores in the spring and revamping four of its existing large format stores.
Boots will also open a new flagship store this summer in London which will act as testbed site for what the retailer plans to do with the beauty category.
Within pharmacy, Boots plans to focus on speed of service and specialist advice, making the in-store experience feel more like a visit to a GP.
The news follows a challenging period for Boots, following its latest disappointing financial results. The retailer saw LFL retail sales drop -2.6% for Q1 2019, with pharmacy sales also down -3.5%.
Boots: bringing categories together
In the interview, James highlights the disparate nature of the Boots business. He outlines that the health and beauty specialist is comprised of three sub-categories:
- A get better business: pharmacy and medicines
- A live better sector: vitamins and supplements
- A look better arm: make-up and creams
He claims that part of Boots’ focus in the year ahead is to better align these business's, ensuring they work better together.
Evolving stores in beauty: specialists in focus
The investment in boosting the beauty experience is in keeping with latest developments from leading global beauty specialists, such as Sephora and Ulta.
The Sephora TIP flagship in New York City allows shoppers to snap and share their new virtual looks through connecting the device to chat services such as Snapchat and Kik. Creating a shareable space helps to create a social media 'buzz' and secures a presence beyond the store
As well as creating excitement and driving footfall, bringing tech-led innovation into beauty stores is a great way to compete with the online channel in terms of offering personalisation and tailored advice.
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