Walgreens looks to Boots No7 to win back US consumers

Walgreens is embarking on a program to refresh its US stores, giving more space to cosmetics in a bid to tempt customers back in store and boost profits, according to a report published by Bloomberg Business.

The drugstore chain, which merged with Alliance Boots last year in a buyout deal worth US$15.3 billion, is attempting to reposition itself as a destination for masstige beauty brands.

“Our strategy is to get our customers to see us slightly differently,” said Alex Gourlay, Executive Vice President of Walgreens Boots Alliance and president of its Walgreen Co. unit.

The company will usher in Boots’ premium own label skin care line, No 7, following a positive results from a test launch in Phoenix. “Some 20 percent of our customers are interested in beauty,” added Gourlay. “They’ll buy more beauty from us if we get the experience right.”