UK market leader Boots had a different kind of issue to most retailers. Customers were coming in to shop but the problem was finding the items they had come in to specifically buy. Noisy POS, excess hanging signage, inconsistency of branded messages, and lack of clarity around the shopping journey were contributing to an unhappy customer - and missed opportunities to convert footfall into sales.
Based on our research of Boot's customers' journeys and understanding of the brand across multiple formats, we created a branded signage system, providing the vital unique infrastructure needed to create ease of shop and clarity for Boots customers.
In-store signage was designed to be simple, low cost and flexible, and with staff needing to grow or shrink an in-store category area, signs needed to be lightweight and user-friendly too. We developed a scaleable, flat-packed magnetic system that could be sent out, assembled and installed on-site.
Our work with Boots contributed towards a series of awards:
The customer satisfaction index has shot right up along with ATV. Harvard Business School has written a case study on the effectiveness of the design for both customers and staff.
We continue working at format and department level, formulating innovative ways of shopping key categories such as Skincare with Roc, Baby, Photo, 'Your Local Pharmacy' format, Boots Optician and Boots.com kiosks in-store.
Launch dates
Design Week, 12.04.07
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