UK – Health and beauty retailer Boots has launched a series of curated gift edits called Bootiques as part of its Christmas campaign.
The Gift Like You Get Them campaign, which debuted with a 90-second film, is the result of research that shows UK consumers want to give fewer but better gifts this festive season. Inspired by different consumer lifestyles and today’s ‘multitude of new trends and tribes’, the Bootiques will appear online, in Boots stores, across social media and experiential channels.
The concept draws on data from the retailer’s Advantage Card loyalty scheme, tapping into what Adam Zavalis, Boots’ director of brand and communications, has called ‘mass personalisation’. Launching with six Bootiques online, shoppers can also use the ‘Build Your Own Bootique’ tool to create and share their online wish lists.
‘People’s ever-changing passions and interests can make it tough to buy for them at Christmas,’ says Helen Normoyle, marketing director for Boots UK and Ireland. ‘We have used that challenge as a source of creative inspiration.’ To learn more about how brands are looking to personalisation, read our Loyalty Market.