LONDON — Boots U.K. recently took a page out of Walgreens' playbook with the placement of health guides across the front-end.
As part of its multi-channel strategy, Boots U.K. is currently testing the use of iPads to support in-store ordering across 30 stores, the London-based drug store retailer recently announced.
“Our ambition is to create a seamless customer experience across our online and in-store offering, and to bring the very best Boots U.K. has to offer to our customers," stated Ruth Spencer, Boots U.K. loyalty and multi-channel director. "Our vision is that our customers can access us where, when and however they want, and iPad technology will enable our colleagues to bring to life the fantastic range of products available at Boots U.K., regardless what size store our customers choose to visit.”
The test-market stores are medium-sized health and beauty format stores where store associates will be on hand with iPads to assist the selection and ordering of products.
A number of community pharmacy ‘Your local Boots pharmacy’ stores are also testing the technology to provide an extra source of healthcare information via BootsWebMD.