Boots Interview

1. Ben Quain
Assistant Marketing Manager
Friday 15th May 2015

2. Introduction
• What does No7 mean to me?
• intu Derby store visit
• Critique
• Setting No7 Apart
• Going Global

3. What does No7 Mean to Me?

4. What No7 Means to Me…
25, Midwife
“No7 is a trustworthy brand
for all age groups… in my
family alone, me, my sisters,
my mum and grandma all
use it every day. It is an
affordable luxury for us all!”

5. What No7 Means to Me…
47, Businesswoman
“It’s an association with the
spirit and fun of my teenage
years… a constant in my life,
and a brand that I will
always trust.”

6. What No7 Means to Me…
35, IT Specialist
“No7 is a top end product at
an affordable price. It is very
accessible whether you are
18 or 70. I love it!”

7. What No7 Means to Me
23, Boots Assistant Manager
“No7 is very much at the heart
of our store. The brand is
trusted by our customers and
we all get excited about new
product launches! The Match
Made service is very popular,
especially with young girls
who are unsure about what
shade they are.”

8. What does No7 Mean to Me?

9. Store Visit
intu Derby

10. First Impressions
• Premier Boots Brand
• Striking colour scheme
• Clear and vibrant brand
• Prime position - front and
centre
• No7 journey begins and
continues throughout the
store

11. Store Layout

12. No7 Counter

13. No7 Counter
• Clear and consistent message
– Slow Mo Your Skin (♯SlowMoYourSkin)
– 3 for 2
– It Begins With Your Match
– Ta Dah!
• Products displayed at a comfortable balance to
encourage experimentation
• Innovative 3D display - perfectly cut design
• Approachable, trusted and knowledgeable Advisors

14. 3D Displays
• 3D displays offer home from
home for key No7 promotions
– Match Made Lipstick Service
– No7 Men
• Located near other high areas
of interest
• Quality and allure of brand
maintained

15. No7 Journey
• The customer is taken on No7 journey throughout
the store
– Drive isle hangers along the ‘L’ store design
– Hanger in maternity/baby area
– Secondary entrance features hanger within yards of doors

16. Critique

17. Critique - No7 Men
• No7 Men - around 10% of
offering for men
– Potential for growth
– Is it currently performing to its
potential? If not, what can be
done to improve it?
• Is the current No7 Men brand
too close to the existing
female side of the brand?
• Hidden

18. Critique - Digital
• Absence of No7 Twitter account
• Currently a lack of in-store digital signage/advertising
– (Not a criticism!)
– Exciting what the future holds
• Face recognition - buying behaviour targeted media
• Link to Advantage Card offers
• Potential to order in-store
• Launch a No7 App
– Inspiration, news, offers, club

19. Critique - More!
• Greater lipstick colour variety
– Fashion colours
– Nude
• Diversity to current offering
– No7 shampoo
• Increased No7 Men Products
– Beard oil
– Male body moisteriser

20. Setting No7 Apart…

21. Setting No7 Apart…
• High quality products at
affordable prices
• Trusted and cherished brand
with a wonderful heritage
• Fantastic (and personalised)
loyalty scheme
• Customers have confidence
in the brand and the products

23. Setting No7 Apart…
• No7 experience is comprehensively forward thinking
– Colour matching technology
– New and continual product development
• No7 make their customers feel special and unique
• Lets their customers in on a secret…
– Feel part of the team!
– Feel like a best friend...
– Feels like your own personal make up expert
– No7 Inspiration

24. “They’re buying a product that works…”

25. Going Global

26. Going Global
• Country Limited Edition Product
• Cultural differences to Match Made Service/Products
• Franchise No7 to existing successful retailers
• Emphasise the benefits of No7 to new markets
– Clinical trials
– Digital, television, print campaigns
– Endorsements/Ambassadors
– Sponsorship
• Competition to unearth the next great make up artist

27. Ta Dah!

28. Thank You
Assistant Marketing Manager
Friday 15th May 2015