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Boots Pharma Retail
- 1. BRAND: BOOTS PHARMACY RETAIL CHAIN Name: Student: University:
- 2. SECTOR: PHARMACEUTICAL RETAIL BRAND: BOOTS UK The pioneering pharmacy chain which is able to hold on to its proprietary brand and research formulation across UK for decades. The Boots is spread all over UK and is willing to expand through the retailing option. The strategy is a retailing and e-tailing push where the IT based distribution system will help in omni channel distribution.
- 3. BUSINESS OBJECTIVE The current Boots UK objective is to identify the outlets which are not meeting the criteria to achieve the operational sales. Objectives: Introduce the omni channel penetration for new retail locations Merge the traditional outlets with online option to reach at customer doorstep Use social media aggressively to let know the UK customers about the change
- 4. SOCIAL MEDIA MARKETING STRATEGY To streamline the central warehouse and outlet operations before the social media strategy is rolled out in a phased manner. To integrate the store operations and social media campaigns for select postcode in London for converting the phone-in, walk-in orders to be converted to online orders. To engage the customers and showcase the valued added home delivery function as interdependent exchange. To change the existing consumer behavior to adopt online ordering, and enjoy discounts (using online coupon code) as reciprocity of transactional pattern. Campaigns to be poised date wise for select target location of Boots, to convert the online visibility into footfalls with inaugural of online order pickup services from Boots store.
- 5. IMPACT OF SOCIAL MEDIA MARKETINGThe social media marketing techniques will be used: Facebook, Twitter, Pinterest, Instagram and google Ad words The impact of real time social media advertising campaigns lead to focused targeted marketing in a specific geographic area/region. This is able to reach out in fraction of a cost when compared to the local print media or television based media buying of slots. The reach is accentuated with word of mouth of existing customers who act as boosters of brand ambassadors.
Editor's Notes
- The most prominent of the pharmacy retailer chain, Boots UK has a long history in producing proprietary medicine. The retailer is facing competition from its peers is looking to expand and adopt new business strategy to connect to its existing customer base. The traditional retail model has given way to e-tailing which the brand Boots realized to focus on omni channel presence.
- The Boots is a UK origin brand and has been growing consistently. Presently it has many competitors as the retailing model is generic in nature. It needs to value add the consumer buying process and attract the fresh customer base in order to built on the revenues. Omni channel (both physical and online) presence is needed to do value based marketing.
- The strategies are laid down where the internal retail operations to support the physical retailing and online retailing to be merged. The campaigns will be targeted to postcode based Boots pharmacy store in London. The agenda is to convert the online likes to store walk-ins building in customer engagement process. This will typically consist of promotional offers with coupon codes that leads to purchase based discounts.
- The differential impact of the use of multiple social media campaigns in the different social media platforms is used. The effect will lead to real time visibility of promotional campaigns. It will be shared between like minded users on social media ewb2.0 and increase the reach quicker. The cost of reaching out to a target customers is fractional when compared to traditional advertising media. It has confirmed buying activity contributing to revenues as Boots is recommended by friends and families in the social circle.