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 Boxall Boots 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 bo