DUG 2011
The Value of Analysis
& Insight at Boots
Martin Squires (Head of Customer Insight)
Boots – past, present and future
19th Century
• Boots started out in 1849 as a single herbalist
shop in Nottingham
20th Century
• Provided pharmacy services from its 1000th
outlet by 1933.
21st Century
• Merged with Alliance UniChem in 2006 –
became privately owned in 2007 to create the
most accessible pharmacy chain in the UK
Boots UK Overview
c17m active
Boots Advantage Card holders
The role of Boots in customers’ lives
1870
Champion
everyone’s
right to survival
1950
Champion
everyone’s
right to a basic
standard
of health &
beauty
2009
Champion
everyone’s
right to FEEL
GOOD
The Boots brand mission
Customer
Led
Brand
Truly Customer Led
Boots Understands Women Through Great Insight
Brand
Mission
Champion Everyone’s Right to Feel Good
Brand
Experience
By Driving
Total Accessibility
for All
By Delivering
Active Care
By Actively
Pursuing New
Possibilities
By Making Boots
More Dynamic & Inspiring
Boots Analyst Community
Trials
Value
There are 6 main
teams represented in
the
Analyst Community
Space
C&MI
Location Planning
Customer & Marketing Insights Team
(CMI)
The Customer & Marketing Insights team is responsible for placing
the customer at the heart of business. Our retail environment is
becoming increasingly competitive, and understanding of our
customers is crucial to our business success.
Through research and analysis the team can help the business drive
and sustain improved performance through a detailed understanding
of their market and its customers.
The Advantage Card database is a key enabler allowing analysts to
profile customers and determine their purchasing behaviours.
Advantage Card At The Core
Shops on weekdays at
lunchtime in a local store
3 for 2 offers
Buys vitamins –
health conscious
Is a parent with a
young baby
Buys into meal
deal offer
Advantage Card
number
Every Time Customers Shop
Shops in large
store Saturday
mornings
Purchases self-selection
cosmetics, but also
premium cosmetics
Could have a partner?
Redeems
coupons
Advantage Card number –
same as previous receipt!
And why Cheryl shops
The challenge is to paint the full picture
Behaviour
and attitude
diaries
•Understanding Cheryl
–Who she is
–What she buys
–Why she buys it
–Where she buys it from
Parenting club
Statement mailings
Recognise that customers are different
Tailor messages to reflect the difference
My daughter receives
offers that are different to
mine, but they are always
for the things we are
interested in
I used to buy mascara regularly
from Boots, but started picking it up
at the supermarket. Boots sent me
a discount voucher for any mascara
in the store, and I was really
impressed by how the range had
developed whilst I’d been away.
I’ve gone back to Boots for my
mascara.
Delivering Multi Channel Loyalty Communications
Product
Corporate
Statement
E-Mail
Clubs
Kiosk
Tests & insights inform programme improvements
Christmas Gifting
Christmas Event Invites
•New targeting methodology delivered
more relevant store events
Statement Mailings
A postscript on Making Data Work:
3 key questions
•
What? (the data)
•
So What? (the analysis & insight)
•
Now What? (the action that should follow)
With thanks to Customer Insight Solutions