Boots has finished renovating the beauty halls across its 130 larger stores. Retail Week speaks to Boots director of trading for beauty Guy Farmer about what it has done.
Why did you decide to renovate the halls?
We’ve upgraded 130 of our beauty halls to bring the best of beauty to all and to create a new environment in which customers feel comfortable and inspired and with customer care through our beauty consultants.
It was really us reacting to feedback that we had from customers and we wanted to get the best beauty in our stores and we have been renovating for almost two years.
In the UK we’re first for beauty with more than 80% of our customers shopping for beauty. We have a unique proposition and the broad width of offer combined with a unique balance of accessibility.
What has Boots done to create premium beauty halls?
We have broadened the range and reacted to ensure we deliver the offer customers want. At the same time we know customers want to be inspired.
We have 4 to 5 new big brands in the stores, including Liz Earle, Smashbox and Molton Brown, which is also great for gifting. And we have been developing new premium hair care such as Bumble and Bumble, and Ojon. The Benefit brand has also been extended and brought into more stores.
From August to October we also updated our fragrance counters and we’ve added to the range and segmented it to make it easier for customers to find.
How have you changed the design and layout?
From a premium beauty hall perspective we have developed the lighting and put colours on the walls and updated the counters so there is more space for customers to have consultations.
How have customers reacted so far?
Customer feedback has been really positive. When we decided to do this we wanted to help them find product.
We are running an event this weekend to celebrate and invite customers to come in and experience the new beauty halls.
We’ve partnered with brands and they will be offering makeovers and beauty tips. What’s really satisfying is spending a lot of time talking to our customers.
Beauty has always been a competitive space but the way we deliver it is from customer research and the delivering comfort in an inspirational environment.
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