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With excellent customer service to keep brand loyalty, No7 offer makeovers, consultations and match made services to help people curate their make up and skincare regimes and pick the right products for their wants and needs.

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Gen X want quick, convenient services and clear messaging that cuts through the noise. They are highly loyal to brands that serve them well and save them time.

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They are looking for convenient, quick solutions which simplify their life. Boots offer simplified skincare routines to focus on corners of ageing. A day cream, serum and night cream are all effective together and is a simplified routine.

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Gen X, along with Millennials, are the most frequent users of all skincare products.

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Boots correspond with Gen X through addressing skincare and beauty regimes for ladies in there 40s/50s. No7 tailor a whole skincare regime for ageing concerns, they also do foundations and concealers in the Lift and Luminate range which is targeted for Gen X (45-60). 40% say they have a personal goal of preventing signs of ageing.

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80% of women in their 40s and 50s felt ignored by the mainstream media, and yet for beauty brands, Gen X should be a key target.

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No7, a Boots exclusive brand, uses personalised beauty services.

No7 Personalised Skin Analysis
Uses AI technology to understand your skin and complexion. Personalises the recommendations on products that you might want to use due to your concerns or skin type.

Match Made service
The match made service can give you recommendations based on your skin colour and complexion. It will tell you your shade and personalise recommendations due to this like what lipstick shade will suit you best or blusher shade. It tailors the products to you and your complexion.

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Boots use direct email marketing to capture a more individual response from Boots. It is a quick and easy way to target the customer with their personalised offers and points. On every email you can see your points balance and might entice you to go and spend it in store. The direct email always uses your name to address what is in the email and your 'handpicked offers'.

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The Boots app can personalises the customer's shopping experience by:

Identifying your local store

Tracking your prescription

Booking appointments, this being

pharmacy or beauty related

Setting vitamin reminders

Accessing Boots.com and

shopping on the go

Accessing your Boots card and all

Your personalised offers, 'My offers' section

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Boots always have something on offer, e.g., 3for2 on vitamins. Gen X are attracted to affordability and value for money. Offers can influence their purchasing behaviour to shop with Boots and not their competitors.

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Week 8 Brand Psychology and Deep personalisation

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WEEK 7 - FOOD & DRINK/ ACORN SEGMENTATION

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WEEK 7 - FOOD & DRINK/ ACORN SEGMENTATION

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WEEK 5 CUSTOMER JOURNEY SEMINAR - DEBBIE 

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WEEK 5 CUSTOMER JOURNEY SEMINAR - DEBBIE 

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Boots | TV advert | Let’s Feel Good About Summer

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Boots are built to assist in achieving your fullest potential. The Summer 2019 campaign follows Boots' philosophy of feeling good. The campaign looks at celebrating who you are and boosting your esteem. Boots’ products emphasis this philosophy in the campaign, they are essentially an accessory to building self-actualisation.

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Boots Christmas | TV Advert 2017 | #ShowThemYouKnowThem

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Boots Christmas TV Advert 2018 #GiftsThatGetThem | Boots UK

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Type 24 - “Modern detached houses... three or four bedroom... average incomes... investments... might have built up sums in savings accounts... interests might include golf, gardening...”

Type 26 - “Terraced houses... edge of towns... a broad mix of people... well educated... mortgages... practical use of the internet... prefer traditional channels...”

Type 29 - “Well established areas... semi-detached... middle management... manage
to save regularly... leisure activities include golf, computer games, going to the cinema, and watching TV...”

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Type 2 -“Affluent professionals... large apartments or
town houses... six figure salaries... significant assets... social networks...read blogs... iPads... second homes...”  - these Gen Xers will be at the peak of their career, earning high income, they will not have children and being very independent

Type 3 - “Detached houses...
luxury cars... expensive holidays... focused online activity... significant savings and investments... golf, culture, wine...” - these Gen Xers are very financially stable being able to afford to send their children to private education, their lifestyle will be more relaxed

Type 6 - “Well-off families... teenage children... managerial or professional... mortgage payments... smart phones and iPads... read, comment on and write blogs... sports equipment eating out

and entertainment...”

Type 9 - “Larger detached houses... school age children... outskirts of towns and cities... online shopping... golf, exercise, wine, eating out, cinema or theatre...”

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Generation X fit into the Affluent Achievers category and the Comfortable Communities.

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The Boots exclusive brands can influence how Gen X shop with Boots. Exclusive brands can capture the customer due to its exclusivity; you can’t go anywhere but Boots for No7 or Soap and Glory. Once the customer is hooked, loyalty is formed, and retention is guaranteed. The customer will visit the store for the exclusive item but might also pick
up some other items on their purchasing journey. As they can’t go anywhere else for these products, Boots can now boost Gen X’s purchasing power by influencing them on other products Boots sell.

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Boots’ TV ads focus on their philosophy of feeling good parallel to Gen X’s positive outlook on life. The transparency of the brand is clear in the adverts which Gen X value.

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Using the analytics of the Boots advantage card, coupons will then be generated on consumer behaviour. Some are delivered through direct mail, direct email or on the Boots app with money off and extra points. This can entice Gen X as they love coupons, influencing their purchase behaviour.

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Gen Xers will check their emails daily. Email marketing is a quick way to target the consumer on new products, offers and sales. Boots direct emails include personalised offers, ‘Your hand-picked offers’, e.g. ‘Dear (your name), You have X amount of points to spend’.

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Loyalty schemes are one of Gen X's key examples to retain loyalty. Boots can communicate, market, and influence Gen X’s behaviour towards the brand through the card. For every £1 spent, you collect 4 points (equates to 4p). The card creates high retention levels, encouraging consumers to spend more in store and return.

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Boots UK received a Big Tick award in 2014 (reaccredited in 2015) from Business in the Community for 'Sustainable Products and Services".

As both a product developer and retailer with around 2,500 stores in the UK, Boots is a household name everyone knows and loves. We bet you will have at least one of our brands at home, be it No7 on your dressing table or Soltan in the bathroom cabinet.

We create and supply thousands of products that our customers love and, with a presence on thousands of high streets, we are an important part of local communities. So it's crucial we understand both the social and environmental impact of our business, in order to help ensure a sustainable future.

We've been working on this for many years already. We continually build our knowledge base, both from within the business as well as via external experts, to allow us to make a genuine difference.

This approach allows us to drive product innovation that delights our customers, while ensuring that we continue to protect and improve the environment and local communities within our supply chains around the world.

In 2018, Boots UK signed up to the UK Plastics Pact, led by WRAP. Click here to find out more.

Our product journey

When you are moisturising your skin or relaxing in a bubble bath, do you ever think about all the different steps it takes to take a product from the seed of an idea through to products you buy for yourself and your family?

It can take more than three years to get a new product idea onto our shelves. Every single product will have different environmental and ethical impacts at different stages in the journey the product takes along the supply chain: from concept and design, through to customer use and final disposal of the packaging and any waste product. This is true for both product formulations and the packaging designs.

At the same time as creating products that have specific health or beauty benefits, our product teams also work to understand and map the product journey to help us measure the sustainability of our products. For example, when we think about a product, we take action to minimise risks such as resource scarcity and potential ethical and social issues within our global supply chains, as well as optimising the impacts of raw material inventories and packaging choices within the product journey.

Taking this "whole life" approach helps us make the right decisions and provides the basis of our product sustainability strategy.

Reducing our product footprints

We have developed a web-based tool that is used to quickly and simply analyse and score 24 environmental and ethical indicators throughout a product's entire lifecycle. How the scoring system is used can be seen in the product sustainability footprint examples below.

To make sure that the tool was robust and delivering science-led results it was peer reviewed by Forum for the Future (a non-profit organisation which works globally with business and government to create a sustainable future).

Take a look at the following video to see how it works.

How does this help?

This process helps us create a sustainability profile, or "footprint", for any product or range of products. We then:

Score and compare the relative performance of individual ingredients, products and entire product ranges.

Identify any "hotspots" (high risk areas)

Produce a database of sustainability performance data.

From this, we can start to work on how we might improve the sustainability of individual products and ranges, and set ourselves well-focused improvement targets to measure against.

An initial sustainability footprint example

An improved sustainability footprint example

Product development and technical staff at both our Nottingham support office and our product sourcing office in Hong Kong are using this sustainability model as well as some of our suppliers.

We have used this process to assess products within seven Boots cosmetics and toiletries brands, and from the insights gained, we set sustainability objectives for the future development of these brands.

Our Botanics toiletries brand uses this process to define sustainability objectives for both products and packaging. As a result new products are able to be developed with significant improvements in their sustainability footprint.

Research and collaboration

We believe that collaboration is the only way to tackle complex, global sustainable development issues. We do this by working with other experts in the field including policy makers, academia and NGOs (non-government organisations) such as pressure groups and charities.

For example:

We are steering group members of the Circular Economy Task Force, which we also sponsor. This Government backed group is working to address resource opportunities and concerns, disseminate leadership thinking and provide a forum for policy innovation. It is a partnership between government and selected representatives from leading businesses, with assistance from a number of specialist advisers

University teams such as Loughborough University and Nottingham Trent University: Working on joint research projects looking at sustainable product design and developing sustainable business models

Boots UK is a member of the Sustainability Leaders Forum, a group of major international businesses whose aim is to share insights and best practice in product sustainability

We have used the data from our product sustainability assessments to help the government's Waste Resources Action Programme. This involves working with their Product Sustainability Forum to develop a strategy on achieving more sustainable use of resources over the entire lifecycle of products, throughout the whole supply chain

In conjunction with WRAP and INCPEN we have carried out research into Unintentional Product Waste in consumer products.

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Boots UK received a Big Tick award in 2014 (reaccredited in 2015) from Business in the Community for 'Sustainable Products and Services". As both a product developer and retailer with around 2,500 stores in the UK, Boots is a household name everyone knows and loves.

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Boots offer a beauty recycling scheme, allowing Gen X to display their values of being responsible and conscience about their environmental impact.

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Primary research clearly shows 96% of people said Boots has good customer service and with 72% saying it's important to their shopping experience, Boots correspond themselves to this generation.

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The Boots advantage card system allows Boots to tailor exclusive offers to each individual customer to benefit their shopping experience.

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Boots correspond to Gen X by taking their values and consumption wants & needs and embedding them into the brand.

Quality

Variety of products

Convenient

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What is your opinion on personalisation at Boots?

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What is your opinion on personalisation at Boots?

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"Personalisation at Boots, especially on the Boots app, can mean they can cater to me and tailor my offers on the products I usually buy. If Boots send me a voucher, I will always buy the product from them, even if I can get it somewhere else. Boots also personalise my emails, they sent me a birthday email letting me know I had a double points offer I needed to load to my card for the month."

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Would you say that is one of your favourite things about the Boots card?

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Would you say that is one of your favourite things about the Boots card?

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"Yes, I love collecting and spending my points. The Boots card is such a good loyalty scheme, better than its competitors. I can save up my points to treat myself. It would make me buy something I wouldn't usually buy, like perfume or some more expensive make up. It is really rewarding and a good incentive to shop with them."

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How does Boots market themselves to you and influence your purchasing behaviour?

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How does Boots market themselves to you and influence your purchasing behaviour?

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"Boots send me vouchers in the post which are relevant to the things I buy with the brand. The 200 extra points when you spend £20 voucher cleverly entices me to spend a little bit more to gain some extra points."

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Boots communicate to me via social media and the app. Currently, Boots have a £10 Tuesday offer which comes up on my Facebook. They can have really good deals and value for money and if I see a product I usually buy I will likely purchase to stock up. Seeing the ad on social media inspires me to make a purchase."

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How do you think Boots corresponds to you and your generation?

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How do you think Boots corresponds to you and your generation?

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"Boots caters well to me and my generation. It offers products I use and want evolving with me as a person. As I get older the brand can still offer me products to suit my wants and needs. I still want to shop with them because I know I can get quality and great value for money."

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Direct mail is a slow but more personal way to market Gen X. As Gen X like coupons and discount brands should include this in their direct mail strategy.

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Searching the internet is a common tool Gen X use in their researching phase of brands and products. It is key that the brand or product is listed and maybe paid to be the first result when searched for.

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48% listen to the radio, 62% still read newspapers and 85% watch traditional television.

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Gen X value honesty and trust so to market towards this generation you need to make sure your brand is transparent and trustworthy. Gen X strive off security so to obtain some loyalty you must be able to offer quality, reliable products.

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Customer service is key to keep Gen X loyal to a brand. 66% of Gen Xers said excellent customer service is the biggest factor in driving brand loyalty.

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Gen X tend to be more loyal than other generations. They love free samples and coupons. Brands can retain their loyalty by loyalty schemes or exclusive offers.

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Over a third of Gen X shoppers actively choose products with less plastic packaging compared to Millennials.

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VALS confirm the approaches taken in all circumstances, purchase and consumption phase, their technological uses, their shopping habits as well as their psychographics and behaviour.

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Gen X seem to stick with the brands they love as they know what they're going to get, quality and product performance. Xers are less inclined to try new products as they like to see value for money and not waste their money on something they don't end up liking.

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Gen X are willing to pay more for sustainable items and due to having a large income and at the peak of their careers this is an opportunity for brands to influence and capture their consumption.

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Due to being known as the 'sandwich generation', Gen X are influential on their parents and their children. Sustainability can be influenced on all generations through the Xers.

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https://www.schroders.com/en/uk/private-investor/insights/global-investor-study/gen-xers-care-more-about-sustainability-than-millennials/

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Gen X are very sustainable when it comes to physical shopping. 87% of Gen Xers always or often take a reusable bag to do their shopping compared to 78% of Millennials.

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Responsibility and being conscience are two values of Gen X, this is where their approach to sustainability lies. Gen X seem more motivated to be more sustainable than other generations.
61% of “Generation Xers” always consider sustainability factors when selecting an investment product, compared with 59% of millennials

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Boots represent belongingness and love needs in their Christmas campaigns. They follow the love between family and friends and show how their products and services can being happiness and love to customers' lives. Family first is one of Gen X's biggest priorities so it shows how Boots correspond to Gen X.

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With Boots being a healthcare retailer and pharmacy, they offer safety needs like medicine, first aid, baby and children's health, face masks. The healthcare side of the business is tailored to provide help to people in need. They sell the essentials to keep healthy and well.

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The purchase and consumption phase of a Gen X shopper is simple, quick and to the point. Due to their research and planning before, their consumption phase is concise and straightforward. Gen X like salesperson contact as they stay loyal to brands offering excellent customer service.

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The Summer 2019 advert follows Boots' philosophy of feeling good. It celebrates individualism and focuses on feeling confident in your own body. It shows that Boots' can help through their products acting like an accessory to your confident self.

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Jane's consumer journey map finishes with a post-purchase phase of increased loyalty. With loyalty schemes as a prominent way to obtain brand loyalty from Gen X, this confirms how Gen X react to their loyalty to brands in the post-purchase phase.

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The search phase includes an online presence of online reviews and comparison sites. It is important to Gen X to get the best deals and value for money. Gen X like to search for discounts and coupons so finding a voucher is important to capture their purchasing behaviour.

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The awareness phase column confirms Gen X's consumer knowledge and awareness of brands. Gen X love coupons and find this is one of the best ways to make them aware of a brand. Direct mail is also really important because it can target the customer individually. TV ads and social media ads also make Jane aware of a brand ultimately fusing the search phase of a product.

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This consumer journey map solidifies the fact that Gen X shoppers focus on the quality of products.

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Boots | TV advert | Let’s Feel Good About Summer

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Boots Christmas | TV Advert 2017 | #ShowThemYouKnowThem

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Boots Christmas TV Advert 2018 #GiftsThatGetThem | Boots UK

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TV campaigns are prominent at Christmas. They always use emotional marketing to emphasis the love for family and friends.

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'Let's feel good.'

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What is your favourite thing about the Boots advantage card?

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What is your favourite thing about the Boots advantage card?

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If you answered no, would you download it if you knew you can shop via the app, receive personalised offers and never forget your card?

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If you answered no, would you download it if you knew you can shop via the app, receive personalised offers and never forget your card?

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Do you shop with Boots exclusive brands?

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Do you shop with Boots exclusive brands?

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Do you feel Boots deliver good customer service?

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Do you feel Boots deliver good customer service?

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Are there any other shops you use to buy your health and beauty products?

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Are there any other shops you use to buy your health and beauty products?

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Superdrug

Supermarkets

Wilko

Department stores

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If answered yes, what is your favourite thing about the brand?

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If answered yes, what is your favourite thing about the brand?

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Quality

No7

Makeup

Choice

Convenience

Variety of products

A stable high street brand that is familiar and trust worthy

Quality

Choice

Lots of options

They have a pharmacy

Reasonably priced

Plenty of choice

Good quality

Reasonable

Choice

Quality

Special offers

Convenient

Reasonably priced and stocks trustworthy brands I know I like

Soap and glory products

Range of products

Has products that I want

Everything in one place

Value for money and good quality

Multiple products in one place

Reliable brand

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Plan, research and consider before they act

Use technology in functional ways

Buy proven products

Mature and comfortable

Value, order, knowledge and responsibility

Well informed about world events

Decent income but practical consumers and will think about durability and functionality

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Do you prefer shopping online or in-store?

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Do you prefer shopping online or in-store?

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If answered 'Yes', does this make you want to go and purchase from that brand/shop?

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If answered 'Yes', does this make you want to go and purchase from that brand/shop?

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Do you like receiving coupons and money off vouchers?

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Do you like receiving coupons and money off vouchers?