Boots is planning a big promotional push this Christmas and is handing out iPads to staff to drive online sales.
The retailer is extending its 3 for 2 Christmas offer to cover new categories including indulgent bathing and photo products. There will be three times as many products in the 3 for 2 offer this year.
“One of the big trends this Christmas is going to be value and we want to be at the heart of that with our 3 for 2 offer,” said Guy Farmer, director of trading, beauty.
Another big focus for Boots will be online. Boots installed Wi-Fi in its larger stores this year and will be handing out iPads to staff over the coming weeks so they can help shoppers access Boots’ full range.
Farmer said he also expected significant growth in click & collect. Boots recently improved the service, adding a next-day collection option for shoppers who place orders before 2pm.
Other changes this Christmas include a new-look fragrance department. Boots is adding more high-end brands, including Hermes and Dior, and is revamping displays - marking brand names on the top of fixtures to make navigation easier.