Boots’ online beauty service pays dividends with conversions 20 percent above target

Boots’ digital beauty consultant service, Beautiful You, is said to have ‘exceeded expectations’ just six months after its launch, according to a report published by The Drum.

Beautiful You was designed to allow customers to access Boots’ in-store beauty advisors online – at a time and place that is convenient to them. Customers complete a questionnaire, which can then be accessed by in-store consultants, who in turn can recommend products and save them in a virtual ‘beauty cabinet’.

Boots has revealed that 77 percent of the 90,000 visitors to the Boots app have filled in the questionnaire, and that the average order value for these customers is higher than the category average, while in-store conversions are 20 percent above target.

The online-offline service is part of a number of innovations ushered by the UK pharmacy chain to create a more customer-focused shopping experience. The retailer is also said to be trialling a scheme to allow customers to receive a discount on their five chosen brands.