PRIMARY RESEARCH.
A combination of male and females took part in the survey. As shown, the largest majority that completed the online survey were Millenniums. The results of this survey are representative of current consumer demands which are causing the shift in today's retail industry.
Primary research was conducted to endorse industry and editorial coverage concerning the shift in the retail industry. Boots consumers, 25 females and 6 males responded to the survey regarding Boots in-store environment and whether the experience could be improved and how.
Over 70% of individuals voted for 'In Store' when asked where they usually purchase their beauty products. Although there has been a rise in online shopping, this large percentage indicates that physical stores are valuable to beauty consumers and it is crucial that Boots refreshes its in store environment to create an engaging and compelling in-store experience to satisfy its consumer demands.
When asked why they chose online or in store, the majority of females that responded with in-store answered 'colour matching make up'. If Boots were to digitise elements in-store, consumers have the opportunity to test products electronically, generating accurate results and advice and information on the product of interest as well as physically handling the product. This will likely accelerate the consumer buying cycle, resulting in greater sales.
Just under 100% of people that completed this survey shop in Boots stores. The results gathered correspond with Boots target market and illustrate the view of an active consumer.
It is important to understand how long a Boots consumer spends in-store for each time they visit on average, as typically, the longer a consumer spends in-store, the more engaged they are in the experience. As shown, the largest percentage of people spend 10 - 15 minutes shopping on average. This could be improved by Boots innovating its in-store environment by utilising engaging digital devices.
Consumers were then asked whether they are satisfied with Boots in-store experience. Despite the majority responding with 'yes', a significant percentage of people answered 'sometimes' and 'no', suggesting there is scope for developing the existing in-store design.
83.9% expressed interest in Boots reconstructing its in-store experience. The majority stated they were happy with the exisiting experience, implying they are satisfied regarding the purchase of essentials, but the figures suggest there is clearly a substantial interest in how Boots could offer a more engaging experience.
Common key words voiced in individuals answers were 'interactive', 'new technology', 'advice and information' and 'colour matching'. Technological advancements create great opportunity to fulfil these demands and have greater ROI than employing more staff.
Utilising Sephora as a case study, consumers positively responded to the concept of Boots employing technology to enhance the in-store customer experience. 83.9% answered 'yes' and 16.1% answered 'maybe', indicating that consumers are enthusiastic about the idea for Boots to introduce digital elements into its in-store environment.
This survey was completed using Google Forms.