Boots aims to ‘reinvent’ retail experience with dramatic beauty overhaul

Boots aims to ‘reinvent’ retail experience with dramatic beauty overhaul

Boots is gearing up for a complete transformation of its stores in the face of challenging high street conditions, unveiling a number of big plans it believes can revolutionise the beauty industry.

Next month, the 170-year-old UK retailer will refit 25 of its biggest beauty halls, replacing traditional beauty counters with trending zones, discovery areas, and live demonstration areas.

More than 200 beauty specialists will be introduced in-store alongside its existing ‘brand experts’. Each of these people will undergo “immersive” training on products and how to give customers the right advice.

Meanwhile, 20 new beauty brands and 805 products are set to launch in its stores over the next six months, with more to be added throughout the year.

“Beauty continues to be one of the most dynamic, inspiring and exciting parts of our business, and we are very excited to be completely overhauling our beauty experience,” says Seb James, senior vice president and managing director of Boots.

“With 800 million people walking through our doors every year, it is no surprise that we are already the market leader in beauty, but we want customers to never have any reason to go anywhere else. Adding a little glamour, some great new service and lots of new brands to our beauty offer represents the first few steps of that journey.”

Sourced through Scoop.it from: www.marketingweek.com

By | 2019-03-08T09:01:44+00:00 March 8th, 2019|Scoop.it|0 Comments

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