The Views of 'Real' Consumers
The threats to Boots' position in the health and beauty sector are clearly real enough. The company, post-merger, and under new ownership and management is clearly on a path to beat off the challenge posed by the supermarket grocers. But what do 'real' consumers feel about Boots? In the following narrative, a female consumer in her early forties, tells all:
"Boots do well at converting people once getting them into the shop, but they are losing their proportion of shoppers on several fronts: supermarkets, other niche specialists and department stores.
"There are products that some shoppers do not feel comfortable buying in a supermarket (or feel uncomfortable having other people seeing in their grocery trolley). It is sometimes rather nice to spend time concentrating on just one category of the shopping, have a good look at the options. An average-size branch of Boots sells a wider range of toiletries and personal care products than a big supermarket; the main reason people are loyal to Boots is the breadth and quality of their ranges. The concept of the Advantage card being for treats could be extended to treating yourself to spending some time making sure an important element of your shopping is right for you.
"You can't ask supermarket assistants for advice on personal care or health products like you can ask the staff in Boots. They are increasing the numbers of staff on the shop floor available to give advice. We are encouraged to spend time reading food labels so we put the right stuff in us; surely it is just as important to spend time finding the right stuff to put on our bodies, as what goes on the outside ends up going through to the inside.
"Though I use the stores regularly, my general awareness of Boots online offer was of some web site that offered health advice. I was unaware of a lot of services offered and certainly did not know that you can shop online, or the range of things offered that are not in the stores. The web site has just been updated and seems still to have glitches. I tried to sign up to the Health Club and went around in circles, never managing to find a page where you signed up.
"The senior management has been changed wholesale on past year or so, with a chap at the top who has a reputation for delivering on his promises (according to the private finance company that bought Boots). They are making sweeping changes in store format and investing money all over the place, in both people and supporting systems.
"They are well-placed to face down the supermarkets though it won't be a walk-over. One key to their success will be a marketing campaign that gets people through the door, especially men:
"Men don't like supermarkets in the same way as women, who will browse and be inspired by what they happen to see. Men need a list and will stick to it. Men tend to focus on one task at a time, but a supermarket shop means having to think about too many wildly different things; and it takes too long because so much is involved. A trip to Boots for his bathroom supplies is a more manageable male proposition.
"The trick is to know he is going and add to his list; I managed infant milk powder and contact lens fluids last time!"