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Case Study: Boots: Going further with prescription online ordering

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The Boots app now has increased functionality
The Boots app now has increased functionality

Boots stores have mostly remained open throughout the pandemic but as well as boosting its online operations to cope with increased product demand, new online pharmacy and beauty services, including virtual consultations, have been introduced to serve shoppers unable to leave their houses.

 

Online Boots offers clear navigation and date-relevant promotional content – for example, pay day savings and Valentine’s gifting at the time of writing. Delivery options are clearly displayed, with standard delivery free on a £30 plus spend as well as offering next-day delivery, named-day delivery and Saturday delivery.

 

Click and collect is free with a £20 minimum spend. Shoppers are encouraged to order online, instore, over the phone or via the company’s mobile app. The app offers a range of benefits for customers, including an initial Advantage Card points bonus after the first transaction made via the app, as well as personalised offers, content and event invites. Importantly, given the current climate, the app can also be used to manage healthcare needs, such as ordering prescriptions, accessing online pharmacy clinics or booking instore appointments.

 

Site filter options are among the most comprehensive of all retailers. For instance, in the sleep product category, shoppers can filter via 20 different features. The site offers comprehensive product information and multiple imagery as well as ‘customers who viewed this also viewed’ and ‘customers who bought this item also bought’ product suggestions. It lists top products in the category and customers can use the website to check product availability instore too.

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