The Business Issue

Christmas is a key trading period for any retailer and the UK retail landscape has become evermore competitive over recent years.

As a veteran of the high street Boots had become synonymous with 3 for 2’s but was failing to attract younger more promiscuous shoppers. They needed consumers to reappraise the Boots offering.

Insight

We all suffer from the ‘modern gifting dilemma’. Everyone has someone in their life who is difficult to buy for, from insomniacs to moody tweenagers to their lovers.

Location insights -

1. Londoners are more likely to prioritise their sexual wellbeing the most - spending 32% more money on it and spending twice as long having sex.
2. Liverpool - only 54% of Liverpool residents get enough sleep.
3. Birmingham - the ‘Tween Capital of UK’ with 45% more tweens compared to the national average. 

The opportunity

By leveraging data, we could curate Boots’ range to offer bespoke gifting ranges to answer every gifting problem, no matter how niche. In so doing we give consumers the opportunity to see Boots in a more modern and relevant light.

The idea

"Gift like you get them". Building on the ATL campaign idea from our sister agency Ogilvy, Geometry designed, created and built three pop-up Bootiques in the UK, offering shoppers surprising and inspiring retail experiences.

Each Bootique location was carefully chosen using insight and data, with twenty five specially-chosen influencers to build buzz and credibility with specific customer targets.

How it worked

Hundreds of individual Bootiques popped up all over the UK - online, in Boots stores, in out-of-home, on social media. We supported those with three physical experiential shops uniquely designed to bring to life a different product category.

The Heels Over Head Bootique - London

An upside-down boudoir with sexual wellbeing products changed peoples perspective on love. Literally.

The Dreaming of Sleep Bootique - Liverpool

A pair of sleepy-eyed domes invited people to learn about sleep and how Boots is here to help.

The Tweenager Bootique - Birmingham

A colour-coded experience used the power of emojis to make grown-ups ‘get’ tweens and find gifts for all their moods

The results

14,000 visitors in 3 weeks

73% discovered products they didn’t know were sold in Boots

60% above sales expectations

75% re-appraised what Boots is all about as a result of their visit

72% of visitors shared their photos on social media

15 pieces of press coverage generating 2,223,965 OTS

27 instagram stories from influencers attending the pop-ups, which reached 21,570.652 followers

878,000 impressions from Boots owned social channels