Design Audit - Boots Pharmacy

DesignAudit

Group 6

DM 5552Design Research

Cristina AndradeEunsung KimRui LuiSami HmaidanJaeho KimTanon KowongprasertYi FangHui Li

INTRO

Design ReseachMethodology ConclusionIntro Research & Analysis

Choose and research a brand

Define the problems andArea for analysis

Aim and Objectives (6 questions)

Conducting research(Primary & Secondary)

Analysis

Conclusion(Recommendations)

Audit Process of BootsWHY DID WE CHOOSE BOOTS?

Boots is the leading pharmacy-led health and beauty retailer in the UK.

We are interested in Boots as brand, but we have not had personal pleasant shopping experiences. So we found, as a group, an interesting opportunity to analyze Boots and make a design audit that would enhance its shopping experience.

We believe that design guidelines are needed for Boots due to the large amount of services they provide.

Boots Design Audit

About Boots

Boots is Uk’s leading pharmacy-led health and beauty retailer. Is a member of Alliance Boots, an international Pharma-cy-led health and beauty group.

Methodology Conclusion Design ReseachIntro Research & Analysis

Product/Benefit Mission

Positionning Vision

Styling Values

Deliver products and services that help

consumers look and feel better than they thought

possible

Pharmaceutical and beauty products.

Own product brands, exclusive products

To become the worlds leading pharmacy-led

health and beauty retailer

“LETS FEEL GOOD”

PartnershipTrust

ServiceEnterpeneurship

Simplicity

Traditional

BootsPharmacy led

health and beauty retailer

STOREFORMATS

AirportHealth &Beauty

LocalPharmacies

FlagshipStores

Store Formats

Design Reseach

Widest range of products and services

Healthcare focused

Edge of town, convenience

Last minute needs, for

traveling con-sumers

Methodology ConclusionIntro Research & Analysis

7Domainsof Activity

Insurance

Opticians

Photo-processing

Pharmacy

HearingCare

Boots WebMD

CorporateSales/Services

Domains of Activity

Design ReseachMethodology ConclusionIntro Research & Analysis

Beauty-pharmaceuticalMarket Overview

Design Reseach

New innovative prescription medicines will continue to be developed

Increasing number of medicines will be available for retail purchase

Consumer demand for beauty products with proven pharmaceutical benefits

Increasing proportion of prescritpions to be lower cost generic medicines

Further consolidation of the pharmeceutical wholsaling and distribution sector

Continuing price cuts on stablished branded prescription medicines

More Healthcare services to be provided in the community

Branded pharmaceutical manufacturers will seek further control over their distribution channels


Audit: AIM

To develop guidelines that enhance the shopping experience at Boots retail stores from a design perspective.


Audit: Questions

123

456

Design Reseach

How do the in-store customer service contribute to the shopping experience at Boots?

How does the online experience relate to the in-store experience?

Does the current display of products make it easy for customers to find their needs?

Is the shopping path easy to follow at boots?

Are the stores designed to engage the users with the 5 senses?

How does the signage contribute to the shopping experience?



Audit Area

Design Reseach

In order to answer the 6 questions, the conducted audit will cover 2 areas: physical and design areas.

Physical

Display DesignSensory DesignInterior DesignGraphic Design

DesignCorporate

Environmental

Design Resources:Human, physical,internal, external.Design Guidelines

METHODOLOGY

QU

AN

TITA

TIVE

QU

ALI

TATI

VE

Research Tools


PRIMARY SECONDARY

Customer Survey(Live - 12 People)

Mystery Shopping(3 Locations - 6 Samples)

Online Customer Reviews

Mystery Shopping(3 Locations - 6 Samples)

Observation(3 Stores: Boots - Superdrug,

John Bell & Croyden)

Books & Dissertations

Journal

Website

Customer Survey


WHAT WE DID

SampleLocationQuestionsRating

1. Does the interior design make you feel good?

2. Does the atmosphere (smell & Sound) at Boots make you feel

comfortable to shop?

3. Is the shopping path and space comfortable to shop?

4. Are you satisfied with the staff’s attitude and presence?

5. Is the online website content helpful for you to shop in-store?

6. Are the products well displayed to let you find what you want?

7. Does the signage help you to find the product that you want?

8. Is the signage design and display recognizable and attractive?

WHY?

Customer survey allows organizations to obtain customer feedback which can help to increase customer retention，and help companies decide on which products or services need improvement.

12 PeopleOxford Street, London81 to 5 (5 being the best)

VoVici

Mystery Shopping


WHAT WE DID

Stores Boots - The Chimes, Uxbridge Boots - High Street, Uxbridge Superdrug - High Street, UxbridgeRounds 2 Rounds

Mission The myster shopper had to buy a cosmetic product and qualify the shopping experience based on a set of criteria.

WHY?

Mystery shopping reflects the customer’s perspective when at Boots, it reveals the good and the bad about the shopping experience.“There is no better way to measure quality of service than mystery shopping.”

Jeremy, M. 2008

Observation


WHAT WE DID

We spend a total of 10 hours in the store adopting the role of customers to understand in a comprehensive way the customer service and shopping experience. We bought several things in order to understand how the employees relate to the customers through the checking out experience. We watched customers approach products and recorded our findings. While doing the observation we took pictures and videos.

WHY?

Observation allows us to study people in their native environment in order to understand things from their perspective. This tool permits us to gather evidence of the shopping experience from observing product display, gathering information about how the brand engages customers through the 5 senses and observing the signage and ad design.

Employee Interview


WHAT WE DID

We conducted an informal interview and asked seven questions related to six main questions:

1. Do you have in-store customer service guidelines?2. Do you have display design guidelines for customers to find their needs?3. How do you manage the interior design coherently?4. Does Boots design the atmosphere (sound & smell) to improve the customers’ shopping experience?5. How do you design the shopping path for customers’ better shopping experience?6. In what way do you think the signage design contribute to the better shopping experience?

WHY?

An employee interview let us find out their awareness of design issues and existing design guidelines at Boots in an internal perspective.

RESEARCH & ANALYSIS

1. Customer Service


PositivesIn an interview with a store manager at Boots, she revealed that specific guidelines to treat customers are adopted. In fact, these reflect in-store because the customer survey shows a satisfaction with the overall customer service.

At Boots, employees’ uniforms are dependent on role, length of service and season (retail-week.com). Based on observation, many employees with different functions are well spread across the retail store.

Two years ago only 45% of customers were “very satisfied” with the Boots customer experience. It currently stands at 68%.(Marketingweek.co.uk, 2011)

NegativesThe employees’ tags and uniforms are not clear enough to identify their function. The uniforms in small scale outlets were confusing.

The red T-shirt with the Christmas theme, worn by assistants and cashier attendants is very sporty and flagrant, it does not portray professional-ism and trust.

Employees

CashierAssistant

Security

Suit T-shirt(chrismas season)

Receptionist

Manager

Suit

Specialist

Uniform

1. Customer Service


UniformsStaff’s look, in terms of uniform design rated lower than Boot’s competitor Superdug. Based on customer survey, it also rated 3.25 / 5.

BehaviorAccording to the mystery shopping findings, employee behavior is not consistent accross Boots outlets.

The in-store customer service reflects the values of the brand in treating the customers positively and being well-present to fulfill their needs. However, uniform designs are not completely compliant with brand values, and employee behavior should be consistent accross all branches.

Does the in-store customer service contribute to the shopping experience at Boots?

Display design

Interior design

Smell

Staff’s voice

Sound Signage design

Staff’s attitude

Staff’s look

Pathway design

Boots

Superdrug

Based on survey:Customers rated Staff’s look(uniform attractiveness):

3.25/5

2. Display


Unaccessible shelf designBased on observation, Customers have to kneel down to reach products on bottom shelves, distracting other shoppers' way

Competitor John Bell & Croyden Pharmacy: Good shelf designAt our visit to John Bell & Croyden Pharmacy in Oxford Street, we discovered that the shelves is well designed: the shelves decrease in size from low bottom to top to allow customers can look and reach products more easily.

Shelf Design

John Bell & Croyden BOOTS Boots

John Bell & Croyden

2. Display


Mixed Product DisplayOne kind of product is distributed in several shelves because they put other products between one kind of products to boost sale.As a result, customers have to explore several shelves to choose one from various products.

Product Display

SuperdrugMouthwash products of 13 brands were positioned on only one shelf without other kinds of products.

Boots:Mouthwash products of 14 brands were distributed on three different shelves with other dental care products, it is not convenient for customers to find the products.

2. Display


category based display

brand based display

Display according to product categoryBeauty and cosmetic products are displayed according to brands, whereas other products such as toiletteries and medicines are displayed in a category base.

Product Display

Although customers assessed product display at around 4 point, there were several problems that can be improved by redesigning. In general, shelf design and product display were not easy to find what cus-tomers want, affecting their shopping experience.

Is the current display of products make it easy for customers to find their needs?

3. Five Senses


positive

negative

Touch

Sound

SmellTaste

Sight

Music is used in the flagship store in each floor, except for the second floor (pharmacy).No music used in local store.Spoken promotions are repetitive almost every 4 minutes in the flagship store and make customers feel annoying.

Not used No pleasant scent in the store, and sometimes even smells bad

Light blue walls have relaxing effect for shoppers.Thematic decoration is engaging. The Christmas gift floor is mainly in red colour that matches the seasonal atmosphere.

5SENSES

The floor and the shelves are never clean, especially in local store.Artificail snowfall at the entrance attracts shopper

3. Five Senses


Sight

Sound

SmellTaste

Touch

Boots John Bell & Croyden

Through Observation,A comparison between Boots and John Bell & Groyden, a pharmacy that uses the 5 senses effectively in-store.

light colours in the overall design, makes shoppers feel at home.

Multitude of colored promotional signs and colors, feels like a supermarket

Slow and smooth music

Slow and smooth music, reduce the arousal level and keep shopper longer in the store.

Pleasant scents makes shopper feel comfortable and also fits the store type.

Christmas festive music

In store machine that produces a vaporized pleasant smell

Bad smells in some storesMedicine smells in some areas

Wooden main pathway and smooth carpet sub-pathways that create different touch senses while walking

Bad smells in some storesMedicine smells in some areas

None None

Sight

Sound

Smell

Touch

Taste

Ebster, C. & Garaus, M., 2012

Ebster, C. & Garaus, M., 2012

John Bell & Croyden is a phamarcy good at five senses design in-store.

3. Five Senses


Based on the interview of the Boots manager (flagship store), Boots itself tries to enhance customers’ shopping experience, for example, it creates the Christmas atmosphere using music, visual elements and artificial snowfall.According to our observation, we find that sensory design is engaging in Boots retail store, except the taste is not used. The visual part is generally appropriate, but some problems lie in annoying promotion audio, inconsistent music, unpleasant smell and dirty floor and shelves. So needs to be strengthened.

Are the stores designed to engage the users with the 5 senses?

“Store atmosphere: Communicating using the sense”“Store atmosphere can be used to evoke pleasant moods.”“It is the direct sensory impressions that make consumer shopping experience come alive.”Need to show consideration for both customers and store employees.

(Ebster, C. & Garaus, M., 2012)

Scent Machineat John Bell & Croyden

Floor touch - sensory experienceat John Bell & Croyden

4. Online Offline


Based on observation and customer survey, coherence online channel and in-store experiences are related to each other and allow convenient to customer but there are many feedback show that webpage are too complex.

AdvertisingAdvertisement and promotions can be found in the website to promote the in-store.

Triple points event is advertised in store either by visuals or by audio announcements each 10 minutes

Christmas gifts promotion can be found in website.

4. Online Offline


Customer can check products from online cata-logue before go to the store.

The new Boots Christmas app provides customer to manage their own gift set and collect the gift in-store.It allows new experience and convenient to customers.

4. Online Offline


From customer survey, it show that website design has a low rate with only 2.90/5.00. The reason from 80% are webpage is too complex and difficult to reach the site. Thus, from research show that there are only 7% of customer that check the webpage before go to the store.

Based on survey:Website user-friendliness:

2.90/5Customers can reach products and promotions they need before go to the store through the website and a mobile application, so online & offline experiences are coherent and conveninent. The website however should be more user-friendly.

How does the online experience relate to the in-store experience?

5. Shopping Path


PositiveGood store layoutOne main shopping path and several sub path-ways

NegativeThrough observation, we noted:Pillars on the pathway obstruct the journey.Pathway is too narrow and no more than three persons fit comfortably. Shopping paths are not guided by signageThe floor does not suggest a shopping pathway.

The mystery shoppers’ findings recorded that the shopping paths at boots were very complex.

Pathways obstructed by pillars

Complex shopping pathwaysreported to find “cotton buds” at:

Boots - The Chimes, UxbridgeBoots - High Street, Uxbridge

5. Shopping Path


The shopping path is not easy to follow because the pathway is not well defined, shopping paths are not guided by signage, and some pathways are narrow while others are obstructed by pillars.

Is the shopping pathway easy to follow at boots?

Pathway

Image

Marble is common for all areas. Material is used indepedantly of pathway function.

Carpet is used to mark the entrance, while wood is used for the rest of the store.

Pathway material is selected according to function: the main pathway is wooden, sub-pathways are made of carpet

6. Signage


CATEGORY SIGN(Hanging)

FunctionStylePosition

CATEGORY SIGN(Side Wall)

DIRECTIONAL SIGN(Colored Walls)

SHELF SIGN(Side View)

Product CategoryBaby Blue color - TypographicOver the shelves


Product CategoryDark Blue on white - TypographicOn side walls - top


Store GuideWhite on Dark Blue wall - TypographicCashier - Elevator


Sub CategoryBaby Blue color - TypographicOn the side of the shelves - Floor 3

electric

pay here

SHELF SIGN(Front view)


Mixed: 1. Product Sub-Category - 2.Promotional - 3.Product BrandMixed: 1. Dark Blue on baby blue - 2. Image - 3. LogoOn top of shelves

lotion

SUB 4SUB 3SUB 2SUB 1

toiletteries

Signage Types, Functions, Styles & PositionsThroughout our visit to Boots (flagship store), we documented the different types of signs and specified their function, style and position.

6. Signage


SHELF VERTICALSFunctionStylePosition

PromotionalColored ImagesVertically on shelves

LOYALTY CARDSIGNS


Loyalty Card PromotionsPink ColorOver Shelves - Cieling

CIELING SIGNFunctionStylePosition

STAND ALONEBANNERS

LOYALTY CARDWALLS

PromotionalColored ImagesOver Shleves - Cieling


PromotionalColored ImagesHigh-traffic Areas - Promotional Stands


Loyalty Card FunctionPink WallNext to Elevator

SCAN HERE

PROMOTIONALWALLS


PromotionalColored ImagesSide Walls

PROMOTIONALDECALS


PromotionalColored ImagesEscalators - Magnetic Detectors

6. Signage



Store Manager "We believe it useful and helpful (the signage) but also have consumers cannot find products. I think we can do better. "

Visual ClutterThe signage includes more than 12 different formats of signs in store.

The signage is cluttered, and there is a visual dominance of promotional signage over product category signs.

Signage has an overwhelming multitude of styles. Promotional signs are colored and vary according to seasons and sections, loyalty card signs are pink, category signs are baby blue, while directional signs are dark blue.

Weak Presence of Category signsCategory signs are not very visible because of their subtle design and presence in comparison with promotional ones.

ThemingChristmas theming on the front facade is engaging.

Visual Clutter

6. Signage


Signage at Boots is problematic it doesn’t make it easier for customers to find what they are looking for. There too many formats and styles of signs, and there is a dominance of promotional signs over product category ones.


Christmas Facade

Signage at John Bell & Croyden

Competitor: John Bell & CroydenJohn Bell & Croyden Pharmacy sets a great example for signage that helps guide the customers through the store. The signs are categorized in three formats: Vertical Banners for main product categories, Horizontal Banners for Product Sub-Categories and a third format for promotions.

CONCLUSION

Findings


No smell/ Bad smellNo use of tasteDirty shelf and floorannoying promotionalaudio

ColorMusicThematic visualelements

Complex website

Pillars obstruct pathwayNarrowNot guided by signageNo shopping path suggestion on the floor

employees’ tags and uniforms do not reflect a clear functionSporty and flagrant theme T-shirt

Product Display

Shopping PathSensory Design

Online & offline experienceCustomer Service

Signage Design

Flexible ways of display according to types of products

Good store layoutone main pathway and several sub pathways

Wrong balance between promotion & product categoryClutteredMany formatsMany signsDisturbing for shop experience

Christmas ThemeWell customised Directionalsignage (cashierand floor maps)are effective

Specific in-store guidelines ensure customer satisfactionEmployees with dif-ferent functions are well spread

CoherenceSeasonal offers on mobile AppCustomer satis-faction with online channels

Unaccessibleshelf designMixed product displayPoor lighting in some shelves

SHOPPING EXPERIENCE

Positive Negative

SWOT Analysis


SSTRENGTHS

WWEAKNESSES

OOpportunities

TThreats

- customer can access to a ”Order online and collect in store” service at all Boots stores

- They can use the sesonal events and promotions

- Customer satisfaction is improving

- Customer loyalty & Existing customer base

- Customer care in the heart of the business

- Value for money

- Superdrug’ s interior design and staff’s look are more trendy than boots

- Other retailers are providing more convenient shopping experience

- customers can not recognise and are confused about difference in uniforms that are classified by job positions

- Customers are satisfied with staff’s looks

- Display design is uncomfortable - Pathway is too narrow - Too many kinds of signs and not visible - Not consistent atmosphere design

- Relate promotion and identity design in website with those of off-line stores

- Convenient mobile application

Guidelines


1

2

Does the in-store customer serviceimproves the shopping experience at boots?

- Make employee tags more visible to reflecttheir functions.- Change employee uniforms with the assistanse of a designer in order to project a clear distinction of employees in the floor.

- Shelves should be redesigned so that customers can reach easily for products. - All shelves should be lightened in every level so that products can be seen from all heights. - Unify product categories within shelves.

Is the current display of products make it easy for customer to find their needs? (interior design)

Guidelines


3Are the stores designed to engage the users with the 5 senses? (sensory design)

4How does the online experience relate to the in-store experience? (online vs offline experience)

- Make in-store collection points for customers who purchase their products online.- Simplify the website and make it user-friendly.

- Eliminate the promotional audio announcements in the stores. - Create a fresh atmosphere inside the shops by refreshing the air and creating a scent that customers can identify with Boot’s brand identity.- Music must be a primary element to enhance sensory experience, it should be consistent in every Boots shop. - The floor tiles are not in line with boots identity, they should be changed for cleaner and modern like tiles.

Guidelines


5

6

Is the shopping path easy to follow at Boots outlets?

- Use floor signs, colors or textures to guide customers through a well defined shopping path.- Enhance the positioning of the shelves and the design of pathways so they become less narrow and allow customers to shop comfortably.

- Reduce the number of sign formats and redefine them according to function and importance.- Enhance the visibility and consistency of the product category signs.- Minimize the promotional signage inside the store.

How does the signage contributeto the shopping experience?

References


An Exploratory Look at Supermarket Shopping Paths. Available at: http://knowledge.wharton.upenn.edu/papers/1293.pdf Accessed on: 25.11.12.

Alliance Boots Annual report 2001/2012. Available at: http://www.allianceboots.com/AnnualReport2011-12/. Accessed on: 27.11.2012

Best, K - Fundamentals of Design Management, 2009 – ISBN 978-2-940411-07-8, published by Ava Publishing SA, Lausanne Best, K. 2006.

Boots looks to customer experience to help maintain share. Available on: http://www.marketingweek.co.uk/boots-looks-to-customer-experience-to-help-maintain-share/3031717.article november 9, 2011. (Accessed on: 27.11.12

Borja de Mozota, B – Design Management, 2003 – ISBN 1-5815-283-3, published by Alworth Press, New york. p.244-257

Bruce, M and Bessant, J. Design in Business, 2002 – ISBN 0 273 64374 6, published by: FT prendice Hall. Design Council, Edinburgh.

Ebster, C. and Garaus, M.(2012) Store Design and Visual Merchandising: Creating Store Space That Encourages Buying. Business Expert Press.

Finne, S.(2008) The Retail Value Chain: How to Gain Competitive Advantage through Efficient Consumer Response. Kogan Page Publisher.

Household. Retail Chemistry. Available at: http://www.household-design.com/our-clients/casestudy/boots-16/. Accessed on: 23.11.1

Lindstrom, M. Brand Sense, 2010 – ISBN 978 0 7494 6057 0, published by: kogan page limited., London. p 114-115

Mathur, U. C. (2010) Retail Management: Text and Cases. I. K. International Pvt Ltd

Piotrowski, Christine M. and Rogers, Elizabeth A. IIDA (2012) Designing Commercial Interiors

Point of purchase displays, product organizations, and Brand purchase Likelihoods. Available at: http://jam.sagepub.com/content/27/4/428.abstract. (Accesssed on 27.11.12)

References


Retail Customer Experience. Study: Retailers must specialize in multi-channels to reach consumers. Available on: http://www.retailcustomerexperience.com/article/187171/Study-Retailers-must-specialize-in-multi-channels-to-reach-consumers (Accessed: 27.11.12)

Retail Customer Experience. Available on: http://www.retailcustomerexperience.com/research_home.php. (Accessed: 27.11.12)

Schmit, B.H. Experiential marketing, 1999 – ISBN 0 684 85423 6, published by: Free Press, New York. p 101-117Superbrands case studies – Boots. Available at: http://www.brandrepublic.com/analysis/789502/Superbrands-case-studies---Boots/?DCMP=ILC-SEARCH. Accessed on: 27.11.12.

String analysis technique for shopping path in a supermarket. Katsutoshi Yada. Available at: http://link.springer.com/article/10.1007%2Fs10844-009-0113-8?LI=true#page-1 . Accessed on: 23.11.12.

Sharma, M. (2009) Product Management: Product Lifecycles & Competitive Marketing Strategy.Global India Publications.

The business case for business design. Availabel at: http://www.designcouncil.org.uk/about-design/Types-of-design/Service-design/The-business-case/ Accessed on: 27.11.12

Varley, R. (2006) Retail Product Management: Buying And Merchandising. Routledge.

Varpu Uotila, Patrik Skogster, (2007),"Space management in a DIY store analysing consumer shopping pathswith data-tracking devices", Facilities, Vol. 25 Iss: 9 pp. 363 - 374

Thank you

Date post:	27-Jan-2015
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