Boots preps first mobile apps

Boots is preparing to launch its first mobile apps as part of its soon to launch Christmas marketing campaign.

Boots
Boots apps to launch in time for Christmas

The app, due to launch ahead of Christmas, is expected to be connected to its now famous three-for-two Christmas gift promotion and its Advantage loyalty scheme. A raft of mobile initiatives are expected to follow in coming months.

Ruth Spencer, Boots director of insight, loyalty and multichannel, would not be drawn on the exact features of the app but told Marketing Week the pressure on consumers, women in particular, to find the “perfect gift” for Christmas remains as strong as ever despite economic pressure, which suggests that the app may offer a gift selector tool to match people with gifts.

It’s not known if the apps will be free or paid for.

The health and beauty retailer has been slow to adopt mobile apps and while Spencer admits it has been “cautious” in its approach to mobile apps, says it has instead focussed on making sure that its digital presence is optimised for mobile and making it easier to collect and redeem points online. Boots Opticians has previously launched an eye health app.

Boots has overhauled its IT systems and the platform that Advantage programme runs on to make sure that the foundations for its multichannel strategy are in place.

Speaking to Marketing Week to mark 15 years of Advantage Card, Spencer, said: “I remember being around websites after the .com bubble burst and it’s stuck with me since then that you shouldn’t build a website unless someone will come to it more than three times. The same is true for apps. You can waste a lot of money on doing things that never get into someones repertoire and have no utility.

“We’ve been rigorous and will not build apps unless they are genuinely going to be useful in the long-term. We’ve been much more considered so that we can produce something that customers will find value in. It’s more important before getting seduced by sexy apps that you get the basics of digital right, otherwise you risk doing all the shiny bits without having the foundations right.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here