Salmon is responsible for delivering and integrating Boots.com, the UK health and beauty website.  Since embarking on the implementation of a new eCommerce strategy in August 2007, Boots have significantly improved their customers’ shopping experience, leading to increased sales.

 

Challenge

Boots.com wanted to update the technology which it used on the site and at the same time introduce richer content which customers had requested following extensive customer research.  Tim Stacey, Director of Boots.com, explained, “Boots.com was initially launched more than six years ago.  In this time, eCommerce has grown beyond all expectations and technology has come on at a pace.  In addition, our customers told us that they would like to see more information and advice alongside our thousands of health and beauty products.”

Solution

Boots partnered with multi channel experts utilising IBM’s WebSphere Commerce platform, in partnership with Europe’s leading WSC systems integrator Salmon.  By seamlessly integrating all channels including EPOS, web and call centre, Boots have provided their customers with a true multi-channel experience. 

Benefits

The new look site for Boots boasts a host of new features and functionalities to improve the customer’s shopping experience.  These include improved navigation, optimised checkout, as well as a “wish list” facility and product ratings and reviews.

The platform has greatly increased Boots.com’s advice and information capabilities.  As well as the existing “Ask Boots” advice portal in partnership with the British Medical Journal, the site now has inspiring video content and advice on everything from morning sickness to beauty videos showing how to get the latest looks.

Customers now have the ability to order products when, where and how they like, as well as choose to have items delivered to the address of their choice or collect in store.   The new “Live Pharmacist” service means that users can email a health question to the site and have a pharmacist call them back with online pharmacy advice within 20 minutes.

Enhancements to the checkout process have resulted in a significant reduction in the number of customer complaints, significantly increasing sales.  New merchandising functionality allows Boots to easily promote new products and write better ads.  Enhanced business processes and a better customer experience has substantially increased customer conversion and reduced customer drop out points, significantly increasing sales.

“We knew our customers wanted a quick, simple checkout, delivery options that suited them and to feel part of a community online.  This is the first stage in an exciting period of development for Boots’ online presence and we are committed to delivering customers a multi channel shopping experience.”
Director, Boots.com