Designing £1bn retail growth propositions
from a new commercial leadership, innovation and design approach

“Our margins are under attack from new customer behaviour, new digital competition. How can our customer strategy team use our brand heritage to grow by £1bn with major new customer propositions, products and services?”

Working with the Boots programme leadership team, Rich created a 3 phase research and design programme, that was extended to run over 12 months.

We put together a joint, collaborative team with Boots leaders, plus specialist business and creative designers - introducing lean innovation tools, to get to the heart of changing customer behaviour and needs.

Rich was on site, embedded with a senior client project team 3-4 days a week: facilitating multiple 2 week sprints - from simplifying existing plans and insights, to idea generation and service design, to in-store and digital testing of new products and services with customers.

3 of 6 final customer propositions went on to pilot testing across various regions of the Boots national retail estate, with positive customer, brand and commercial responses.

A new skin diagnostic in-store and digital service went live, along with a new version of the Advantage Card loyalty scheme where customers could choose deeper discounts on favourite brands, and a high street health coach service for everyday conditions launched.

Several years on, elements of these services now continue in Boots retail offering for customers.

customer behaviour insight + innovation design skills

retail growth + innovation programme direction

growth vision, proposition design, testing + launch