As a market leader in the BPC (Beauty and Personal Care) industry, Boots must observe consumer demands and buying habits, ensuring they evolve with their customers in order to maintain the brands trust-worthy and satisfactory reputation. Having completed primary research and supported the findings with Industry and Editorial Reports as well as a successful case study: Sephora, it is recommended that Boots should digitise its in-store environment, transforming it into an interactive social hub. Technological advances have satisfied consumer shopping habits by elevating the in-store experience and responding to the demand of consumers buying into experiences rather than tangible goods. If Boots were to enhance its in-store experience, sales will increase due to the accessibility of information, introduction to new products via digital devices and the creation of an engaging and immersive experience, encouraging an emotional connection with consumers, which is likely to increase the percentage of sales.

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As Boots have such a vast audience, it is important all customers are thought about. The research conducted shows that Millenniums are the generation driving this shift in the retail industry. It has also shown that older consumers often prefer to go into stores to discover new products and interact with the employees. If Boots were to employ digital devices into the physical environment, it would be giving all consumers a choice, pleasing all customers preferences.

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The digitisation proposal is aimed at both high-end and high-street make up counters in Boots to provide for the high earning consumer and also the consumers with a lower budget for beauty. 

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Suggestions of digital elements installed include:

 

• Augmented Reality, Artificial Intelligence, Magic Mirrors - This technology supplies endless possibilities for consumers to digitally 'try on' make up and beauty products. The utilisation of this device will increase the possibility to raise sales as consumers are introduced to beauty products they may not have considered buying previous to their store visit and being able to try it on will act as a persuasive factor in the consumer buying process. The consumer would also have access to online platforms, such as YouTube for make up tutorials by beauty bloggers and other social media platforms to share their experience and results from using the technology available. Elevating the accessibility of information and advice will also encourage consumers to spend more.

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• Beacons - Beacons will allow Boots to encourage an increase in footfall by personalising messages to individuals smartphones via an app when they are near by or in-store.  Personalising a message or an experience will increase the quality as the consumer will feel valued and the purchasing journey is more exclusive.

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• Smart Technology - employing smart technology will allow Boots to engage with the consumer to create a more immersive and personalised experience. Smart technology possibilities include: detecting skin texture, measuring moisture levels, shade matching and informative facts to recommend products best fit for an individual.

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• Integration of a multichannel strategy - implementing digital devices into stores will harmonise the online and in-store journey, enhancing the overall brand experience.

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