Boots' chief marketer on why 'value for time' is crucial to the beauty retail experience

From personalisation to relevancy and sustainability, UK high street retailer Boots is honing in on what matters most to beauty consumers

Helen Normoyle

A household name and high street staple, Boots has claimed a unique position in UK health and beauty retail.

Since its inception in 1849, the retailer has grown into a chain of around 2,500 stores ranging from community pharmacies to large-scale stores.

But what plans does it have to stay relevant and engaged with consumers?

Helen Normoyle is Boots' Chief Marketing Officer and is due to speak at Retail Week Live on the topic of 'successful strategies to increasing customer lifetime value'.

Prior to the event, she talks to Cosmetics Business about the business' priorities and plans for future success.

What does your job typically involve on a day-to-day basis?

Being in retail, my daily tasks can be quite varied – from the strategic to the very tactical.

The challenge is to get the right balance of both and remain relentlessly customer-focused throughout it all. Getting to know your customers, as well as your competitors, is key.

I start each week with a review of . . .

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