Boots: Evolving a “local chemist” back into a national treasure 2019-2023
Prior to 2020, annual media budgets had been decreasing, and the media strategy had evolved to support short-term business objectives (weekly sales targets/offer targets). The new ‘With You For Life’ platform demanded media had to both work at scale and address the critical second word: You.
Through a mass personalisation approach, fuelled by a wealth of data sources, Boots has re-established its relevance with customers. Consideration boomed – and, crucially, so has market share, for nine consecutive quarters and counting.