Advertisers will always try to push the boundaries of what is acceptable because the more contentious an advertising campaign is, the more successful it is likely to be. Discuss.

1
Advertisers will always try to push the
boundaries of what is acceptable because the more
contentious an advertising campaign is, the more
successful it is likely to be. Discuss.
2
You As Consumers

• Write down at least 8 things that you want from a
  good retailer (a physical shop or an online shop)
• Put these in order of importance

3

• Where do you do most of your toiletry shopping?
• Why do you shop there?

4
Name as many retailers as you can that sell
toiletries
Put the 5 most important ones onto the slips of
paper
5
Put your retailers rank order.

• Customer service
• Number of stores and their location
• Short queues (physical shops only!)
• Safe buying with good refund/exchange policies
• Store layout and size
• Price
• Range of brands, including the leading brands and
  quality own brands
• Special offers
• Incentives (such as reward cards)
• Excellence for special products (for
  Christmas, gift sets, holiday products)
• Opening hours to suit your needs and/or a website
• REPUTATION

6
Boots

• What does Boots sell?
• Where can people shop at Boots?
• Why do people shop at Boots?
• Who shops at Boots?
• What makes people shop at Boots rather than
  anywhere else?

7
Why is it that the Sutton Coldfield Boots sells
different products from the Chelmsley Wood
Boots?What would you expect to be in either
store?
8
Who shops at Boots?

• Can you think of the three types of women that
  shop at Boots?

9
Woman A

• She is over 55, works part time or retired, has
  lots of time to browse, her health is important.
• She will use the pharmacy a lot.
• She will tend to stick to brands that she knows
  are reliable, and she wil buy the same products
  year after year.
• She will not buy things solely because they are
  on promotion.
• She will usually pick brands that are the middle
  of the range
• She expects good service.
• She hates it when ranges change and the products
  she uses for years have disappeared.
• She hates it when the shops layout is changed
  and she cannot find anything.
• She is a loyal customer and will continue to shop
  at Boots as long as it has a good reputation.

10
Woman B

• She is a young mum who might be working.
• She is normally pushed for time and it is vital
  that the aisles can accommodate her pushchair.
• It is important that she gets the best for her
  baby, so its vital that the sales advisors and
  pharmacists have expert knowledge. She needs to
  trust the people shes talking to.
• Although she is not an impulse buyer, she will
  stock up on toiletries when there are promotions.
• She probably will not want to spend a lot of
  money on cosmetics, but will buy a lot in the
  baby section.
• She hates very busy stores where she cant get in
  or out quickly.
• She will have an Advantage Card.

11
Woman C

• She is an experienced shopper!
• She does not have a family and so will have more
  disposable income than Woman B to spend on
  herself.
• She wants a good store environment.
• She will often respond well to the latest
  advertising and will expect her local store to
  stock the latest products.
• She loves promotions and she does not have a lot
  of brand or retail loyalty she will switch
  brands or buy her products from somewhere else if
  it is more convenient.
• She is often pushed for time at lunchtime if she
  needs to stock up on essential toiletries
  otherwise, she might take the time to browse.
• She may have an Advantage Card.

12
Why No Bobs?

• Bobs (men!) bob in and out of stores.
• Their wives/girlfriends/mothers may buy their
  toiletries.
• If they buy their own, they tend not to have any
  store loyalty.
• They nip in to the closest shop (which is likely
  to be a supermarket) and buy what they need at
  that time.
• They are very unlikely to have an loyalty card
  for anywhere!

13
Television Advertising

• Boots Christmas Advert
• Boots Summer Advert

14
You have been appointed as the Marketing Director
of Boots. What sort of advertising and
marketing campaigns would you undertake to entice
more shoppers like Women A, B and C into shopping
at Boots?How would you encourage Bobs to shop at
Boots?
15
Homework

• Supermarket - Saresh and Emily
• Electrical store Shafina and Imran
• Toy shop Aisha and Marieke
• High street clothes shop Ghazalah and Sana
• Charity shop Saira and Faiza
• Department store Hayley and Beth
• Entertainment shop (sells CDs, DVDs and computer
  games) Usman and Saara